Google tried to implement NFC through Android but it seems that they were not particularly successful with its implementation. Now, rumor has it that Apple is preparing to use Apple Pay for more than just NFC payments. They are scouting for partnerships to increase the span of NFC payments via the iPhone 6 and iPhone 6 Plus. The payment API is not available to third-parties so Apple Pay can only be used through designated locations right now.

Apple has plans for NFC that go beyond Apple Pay - 2 - DoiToshin

Apple is trying to implement the NFC chip for security, and even things like public transit tickets. They have been in talks with HID Global and Cubic who make secure building access systems that are activated using keycards.

The Apple representatives have talked to technology providers like HID Global and Cubic, which enable secure access to buildings and transit fare systems, respectively, said people briefed on the discussions. Spokespeople for the companies declined to comment about any discussions with Apple, but executives there discussed how they could integrate their systems with the iPhone.

A partnership with Starwood Hotels has already been announced as well. Hotel users can replace their keycards with the Apple Watch which uses bluetooth rather than NFC.

Cook said mobile payments had failed so far because they were built to serve the business models of their creators, rather than to provide a useful experience for customers. (source: Bloomberg)

There has been some backlash from merchants but Apple is going forward with Apple Pay. It is clear that they want this to be a big part of everyday life.