> I.e as a merchant I can easily integrate Apple Pay as an available payment option in the same way as others, but as a customer I can't use Apple Pay unless I'm using Apple sanctioned devices/software and have an Apple account. Other commenters mentioned it only working in Safari, and according to Wikipedia it only works on Apple devices.

Yeah. It is called the Apple ecosystem. Don't like it? Don't use it. I personally have been very satisfied with Apple so far.