Yes, already having secure contactless payments with relatively little fraud, meant there was less incentive.
Plus, EU card fee limits meant that there was no way that Apple could ask for even close to the same amount they got in the US.
British banks also balked at the amount of information that Apple wanted about purchases. (Apple brags about not having access to purchase info at the time of purchase. They don't have to. They force the banks to send that data back in aggregate form. Banks were not happy about giving Apple so much info.)
Frankly, I think Brits should be proud that their banks at least tried to resist the Apple juggernaut, unlike the spineless US banks who were easily manipulated by Apple.