Apple did the impossible: made payments more difficult than even cash.
And I've picked Walgreens over CVS several times because of Apple Pay.
(One exception to the above: Home Depot had terminals that claimed to do NFC but would hang for a while and eventually time out and error if I tried Apple Pay. That was annoying.)
In many stores the credit card terminal is right in front of you. After indicating you'd like to pay via credit, the terminal is "activated" and shows your total owed. At this point you can insert your chip &pin card, or simply tap the card (or your phone) if there is an obvious NFC reader.
From the sounds of your comment, the whole timing of this workflow just isn't very smooth for you since many people are still paying with regular swipe credit cards.
Edit: Speeling!
I still carry my bank's debit card for incompatible readers, but after having my card blocked three times in the last three years for fraudulent activity, I love not having to give out my real account number whenever I can avoid it.
They could serve as a case study in how not to do customer service. When you're behind schedule, you cannot afford silence. You have to blog, tweet, Facebook, hire skywriters, anything and everything to tell your customers what's happening and give them a reason to trust you. I don't mind when a project is late. I very much mind when the project gives me the impression that someone absconded to a Caribbean island with my investment.
On a technical level, well: chip and pin. I thought coin was worth $50 when I thought it would be coming out a couple of months after I bought it, so I'd get a good year of use out of it before new card tech rendered it obsolete-by-design. Even if I got one today, my credit union is going to chipped cards in two months. After that date, there is literally no reason I'd personally want to use a Coin.