It's the same issue really with EMV cards in the US, no one will install readers until there are cards, no one will issue cards until there are readers.
At the core of it, the physical card standard is 'good enough' for most people.
Apparently in Australia, half of card transaction < $100 are by NFC (in cards). So, there's demand for it.
Apple may have the market clout to drive adoption in the US. They have experience in getting partners together, to make new technology actually work. Yes, it may take time, and they may go niche by niche.
It's the same issue really with EMV cards in the US, no one will install readers until there are cards, no one will issue cards until there are readers.
At the core of it, the physical card standard is 'good enough' for most people.