yupp, I understand safety is a valid point... but you still need a bank and a cc, and if you introduce a 3rd party (Apple in this case) whos paying that??
will you get 3 prices: 100$ cash, 110$ Visa and 115$ Apple Pay...
Or maybe $100 cash, $104 Visa (with a typical US-style magnetic stripe credit card), $102 Apple Pay.
Or maybe $103 cash, $102 Visa, $100 Apple pay. Many business don't need or want to accumulate a lot of cash -- it's expensive and risky to turn it into a bank deposit that can be used to pay the business's own bills.
ANY from of transaction has costs for the merchant. The merchant has to pay those costs somehow. The price of the goods has to take the transaction costs, and many other costs, into account.
If a particular form of transaction is much better for the merchant, he may offer a discount to customers who use it. Such discounts are uncommon for everyday transactions, at least in the US. So the various common types of transactions must be fairly competitive with each other.
Really uncompetitive forms of payment - like a cow, a chicken, or a sack of potatoes - have mostly vanished from the marketplace. There are lots of advantages to the financial services provided by the middlemen. That's why the services are so popular. McDonald's buys lots of beef, chicken and potatoes, but they won't accept any of these in payment for a Happy Meal. Why not, when there's no Visa fee for a sack of potatoes? Are they stupid?
If ApplePay's advantages outweigh the disadvantages, it may become as widespread as CashPay or DebitPay or CreditCardPay. Otherwise it will be about as common as CowPay, ChickenPay, and PotatoPay.
The existence of an ApplePay fee is just one of many considerations that will determine the popularity of the service. It's kind of sad that the concept of "fee for service" gets people so worked up. "Service for free" is, has always been, and probably always will be, the bizarre exception.