There were over 1500 data breaches recorded in 2014. About 24% of those breaches occurred in the retail or financial services sectors. That means that every time you put your credit card out there you are at risk of it getting stolen, either on the spot or when someone you trusted with the information doesn't adequately protect it.
Honestly, most Americans don't care all that much about payment security. Why should they when they're basically never liable for any fraud? Apple Pay's big draw is convenience, not security or privacy; in fact, the latter is actually a disadvantage since most major retailers will balk as long as they won't be able to get customer data from it.
(Despite what some think, loyalty card support in Apple Pay is not good enough for them. For one thing, most won't opt-in because they don't want to bother filling out a form. And some people who do use it will use fake info, enter a random phone number at checkout or even just claim they "forgot" their card and have the clerk scan the "emergency" loyalty card that's next to each register.)