I can certainly see the benefit of this as you'll still have to carry your cards with you if you use Apple Pay as you won't be able to use Apple Pay at all retailers and you won't be able to get cash out of the ATM. So this would be a neat solution for that. My only issue is how do you get the chip and PIN data on to the card? Presumably it will need to come with some additional hardware which allows you to transfer the data from your bank card to this card. That sounds like an opportunity for fraudsters to steal your card data.
I guess this is all on individual cases. But in the US I probably withdraw money from ATM at most twice a year, and because it's so infrequent I actually have to look for my debit card every time I have to go. So ATM is not so much of an issues for me, and I can say that for most of my friends. I think having apple pay distribute to more merchant is what I'm really hoping for, especially gas station or hole-in-the-wall stores/restaurants.