I don't want to use Apple Pay. I don't see how something like that can work out in my favor in the long run.
It's an extension of Apple's new main attractor - convenience. After their initial innovations in computing/mobile tech were out there, there were only two directions left for them to go: make their tech faster, or more convenient. In a sense, they're two sides of the same coin; speed is just a form of convenience. So especially since Steve Jobs died, it seems like the new features and devices introduced have focused on making things easier for the consumer. Whether it's the iWatch, Apple Pay, or even the design of Mac OS, everything Apple does is built around convenience and ease of use. To a certain extent, that was always their strength (hence their mobile innovations), but it seems like they're focusing even more on pure convenience these days.
I agree that convenience is the angle. I heard that the presentation showed video of people fumbling for their credit cards. :) I don't mind convenience. However, I do mind moving my transactions into Apple's garden. No doubt they have added yet another fee between me and the merchant, and no doubt they are looking to sell my spending behavior. I'll fumble for my credit card to avoid that. Convenience would be an open protocol playing field that any processor could compete upon.