I use Apple Pay pretty much exclusively here in the UK. But one place I
don't use it is Starbucks. Because if you pay using their app you earn stars towards free drinks and "gold" status.
There's also an incentive to break up your transaction into multiple payments (when ordering multiple items) because then you get more stars

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Err, there's a lot more to it than that. There's a whole rewards programme with freebies and elite status and everything. And you can actually order through the app, too, skipping the line at the store or having your order ready and waiting before you arrive.
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I agree, Apple Pay is simpler than a contactless credit card. If only because its quicker to pull my phone out of my pocket than to pull out my wallet, open said wallet, flick through cards to find the right one, etc.
Apple Pay used to be slightly annoying with the old Touch ID, but now with Face ID its extremely quick and painless.