As a First Direct customer I was excited to see them listed at WWDC as a "Launch Partner" and disappointed today to find out they won't support ApplePay until 'later in the month' (or 'by the end of the month' depending on where you read it) whenever that means.
As First Direct are a subsidudary of HSBC I suspect they're piggy-backing their roll out on the HSBC implementation, so I'd blame HSBC rather then First Direct for the delay.
It's not a good sign when a company with the resources and finances of HSBC can't manage to implement a project on time like this, it doesn't really give you great deal of confidence in the company looking after my money.
I shall be looking at switching banks tonight.
What exactly is the rush here? I can understand it's going to be useful (especially on the tube), but you'll still have to carry your card around for purchases over £20 (£30 in September).