At least in the UK NFC has way too much momentum for Apple to hope to compete with anything else, but it's all contactless payment cards. I don't know anybody using NFC on their phones but I definitely would (or better yet a wearable, that's really smart) use it if something was there for it.

I just realised that since the London underground is about to go contactless I'll potentially be able to use my phone/a wearable instead of an oyster card or even a contactless card. That's awesome!