Juniper Research argued that customer dissatisfaction at the slower speeds of chip-and-PIN card transactions will further increase the adoption of smartphone-based payments, an area currently dominated by Apple Pay.
Apple Pay is simply a better experience than chip-and-PIN or chip-and-sign transactions from beginning to end. It is much faster to wave your phone over the reader than to pull out your credit card, insert it into a slot and wait for 10 seconds or so. You also have to do some additional step far less frequently. On top of that, at places like Walgreens, where you can put your loyalty card in Apple Pay, too, it not only is faster to pay, it also saves you from having to carry the ever increasing mountain of loyalty cards.