I believe that the iPhone 5 will get NFC so they could really grab a gigantic slice of the cellphone market in Japan and South Korea, where "feature" cellphones that use the FeliCa NFC payment system (and its South Korean equivalent) are very common. Adding NFC could seriously hurt cellphone makers in Japan, to say the least, since the lack of FeliCa support is why the iPhone isn't even more popular in Japan.
It is of my personal belief that Apple is quietly working with Visa, Inc., MasterCard Worldwide, American Express, Japan Credit Bureau (JCB), BC Card and China UnionPay to implement NFC payment systems on the iPhone 5, with added security well beyond the current FeliCa system to minimize the possibility of unauthorized payments.