I like the looks of Apple Pay, and think it's a great move forward but even as an Apple fan, it seems bizarre for Apple to move forward on their own payment standard rather than the industry creating one. I mean, I know they did it so that they could skim profits off the top, and that they got away with it because they're worth 700 gazillion dollars and could probably make demands of the ocean, but I really wish this had come about via an industry standard.
You don't get to be first to market by waiting for an industry standard. In fact, if you wait for that to happen you probably won't even get into the market. You build it out as fast as you can using as much existing infrastructure as you can, then pivot if and when the industry gets around to creating a standard. In the meantime you build a leading market share and can even leverage that during the standards creation process.