I won't use my credit card or debit card at Target UNTIL they accept Apple Pay. I had my debit card stolen as part of the breach and it was a pain since I use that card to pay a lot of bills and even had my auto insurance cancelled because when they issued me a new card the one bill I forgot to change to the new number was the auto-pay on my AAA auto insurance (and they let me know by cancelling the policy).

The bottom line is that with Apple Pay (or Android Pay) the vendor (Target in this case) doesn't ever get my real credit card or debit card number. So they CAN'T lose it or get it stolen. Not only do I want that, I now refuse to do business with anyone who doesn't support it. Honestly I shop at Target a lot less than I used to now but will probably start shopping there again when they support Apple Pay. I'm in no hurry there are lots of other places I trust with my credit card information more than them (like Amazon for example).

I may be in the minority I know, but I also spend a lot of money at retail stores so they should probably care. There are other stores where I don't have an online option but I have absolutely modified where I shop based on whether they take Apple Pay or not. For example, I now shop at Walgreens instead of CVS, and I shop at Petco instead of Petsmart. Identity theft is just too big a problem to ignore.