In reply to Marke.

I'm making a distinction between "Accept" and "Support". The retailer accepts paypass, paywave, Google Wallet, and so forth if the user knows how to do it. The retailer supports Apple Pay because they know how to help the user if he's having problems (e.g. he didn't set up his card to begin with), and can answer questions about it. It may not seem like it, but it's actually a big deal.

Apple's innovation is their particular application of the standards to create a more-secure implementation, and their user experience to make the transaction as simple as pulling your phone out of your pocket and putting your thumb on it. These combine to make Apple Pay something people want to do on a regular basis to pay for stuff, versus something a few tech geeks try for a few times before going back to swiping their cards the old fashioned way. Creating and changing user behaviors is very difficult to do; yet, it's something Apple is consistently good at, by providing the proper motivations for the user.

Note, by the way, that not only are MasterCard and Visa ok with Apple rebranding their standards, they're paying Apple for the privilege.