At the moment Apple Pay have only two supporting banks: Swiss bankers and Corner. Now that Twint and Paymit are merging, they have most major banks and shops (Credit Suisse, Postfinance, Raiffeisen, UBS, ZKB, Migros, Coop, Swisscom) behind them, so I think Apple will struggle. Also, unlike other markets I think Switzerland has a very low usage of contactless payments. I rarely see anyone use them but maybe that will change with the rise of Twint (e.g putting little Twint signs next to every terminal).