True, you're never liable but it's a hassle to deal with frozen cards while you wait a few days for the replacements, not to mention having to change CC information for recurring bills. Already this past year, two of my credit cards were used fraudulently and this occurred at the same time (I later traced them to a particular merchant who pretended that the first credit card didn't work so I gave him a different one, hence both were skimmed at the same time). One of my wife's cards was also skimmed this past year.
While the CC companies were able to stop the fraudulent point of sale charges cold, using Apple Pay will reduce the chance of our credit cards getting skimmed and thus avoiding the hassle of replacing the physical cards.
This.
I have not made a sea change, but am absolutely trying to use Apple Pay when possible for this reason.
I am eating more at Panera, for example, over other options.
We moved our prescriptions from CVS to Walgreens, it's on the wife's way to the kids' school, so no harm there.
I switched banks for Apple Pay. Regions hadn't made an announcement about supporting it, so we went to PNC. That was a better choice overall for several reasons (NO fees, "other" ATM surcharges returned, nice online tools), and I'm happy with them. We actually kept the Regions account and keep a limited amount of money in it to use that debit card for swiping when needed. This not only limits our exposure, but if the card gets hacked, it's not being used for any recurring payments, so no hassle there. I expect we will use it mostly for gas and groceries, since those are the two biggest Apple Pay challenges for us right now.
As time goes on, I expect it to become easier and easier as more and more merchants accept NFC payments.