eh, apple pay's been available for 9 years now. ROW had more POS's that were ready to go day 1 because of the existing contactless support but if you had a supported US bank you could use it.
Also large retailers that "self-acquired" didn't want to invest in upgraded readers, or lose access to the card details.
Breaches like Target's where a bunch of actual CPANs and customer details were stolen started to force the US to upgrade. Enforcing PCI compliance of separation and encryption of CHI has also forced US companies and banks to upgrade.
Sorry, to clarify:
PII: Personally Identifiable Information (relates to GDPR etc)
CHD: Card Holder Data (relates to EMV etc)
CHD is a form of PII, but PII has greater scope.