If Apple sings some kind of exclusive deal for iPhone payments with the credit card companies I expect that half of Europe will start accepting credit cards because people willing to pay for a 600 euro phone are an interesting market segment.
And for groceries in Amsterdam for example you're going to be searching for quite some time for a supermarket that accepts credit cards. They only accept debit, which is what 99% of the population has as their primary card. Of course everybody has a credit card as well, but that's mostly used for online shopping and things like restaurants, not supermarkets.
So totally different from the US where any supermarket accepts credit-cards.
On the other hand, when I see an American tourist trying to pay with a Diners Club, I feel sorry for them.
American Express is a bad choice for many parts of Europe because companies are use to very low processing fees, and AMEX (and Diners Club) are very expensive credit card to process.
Part of the point of AMEX is that everyone is insured against scammers that bit more, hence the higher price/charges, however, in Europe where we have C+P nobody really wants AMEX - their business case just is not heard.
Chip and Pin buys American consumers fuck-all; it is merchants and CC companies that benefit.
European consumers seem to want American consumers to have chip and pin more than American consumers want it for themselves. It is truly bizarre. Are you guys getting a "refer your friends" commission or something?