On the main page here, read carefully:
"Apple is gearing up to launch Apple Pay in Sweden next week, according to a report by Swedish site
MacPro [
Google Translate]. The site stated that the first financial partner with Apple Pay in Sweden will be the bank Nordea, and
that the two companies will jointly announce the mobile wallet collaboration one week from today, on October 24."
I can only assume that when they say "launch", that they are referring to the announcement with an availability date soon after.....OEMs have done that before with other products or features.