As with Coin, this seems like another rather US-specific situation.
I get the impression that in the US, credit cards are more common than debit cards, and the banks try to keep it that way. Debit cards are also somewhat expensive - customers pay 0.79% on average [1].
In the UK, and i believe in the rest of Europe, everyone uses debit rather than credit cards in shops, and they are much cheaper - interchange fees for debit cards are about 0.2% [2]. Most debit cards these days are also contactless payment devices.
If Apple Pay takes off here, it will be just another contactless payment option. I don't see any great reason for shops, banks, or customers to feel strongly about it.
[1] http://www.federalreserve.gov/paymentsystems/regii-average-i...