Apple and Google took the easy way out to base on existing Credit Card infrastructure where ultimately consumers are paying for it. Retail is a low margin business and 3% definitely is a big deal.
I use a credit card exclusively to get personal Net 30 terms for every purchase I make. If a purchase is "same as cash" and I get to delay actual payment for 30+ days, I'm going to take advantage of that.
If pricing structures change, then I will reconsider. For instance, most gasoline in the U.S. once had two prices. One for cash and one for credit cards (this was before debit cards).
Recently, their is evidence of the return of such:
http://www.forbes.com/sites/halahtouryalai/2011/10/21/cash-o...
Plus another 0.15 to 0.20% for these NFC payment processors. The banks and card processors won't be paying that to Apple / Google, it falls to the merchant to dig it up.