For those of us living in countries who've had contactless pay credit and debit cards for years, Apple Pay just ain't that big of a deal.
I'd been using contactless payment for years before Apple Pay but I still think it's a big deal because a) you don't need to fumble in your wallet to find your card, or having an NFC sticker at the back of your phone, and b) I can securely pay for stuff with my Touch ID, without anyone knowing my card number, and c) I can even pay with my Apple Watch.