And this is probably coming, a few years from now. Because remember, Apple doesn't usually invent new products. It takes proven ones and then makes its own much nicer version.
Let other companies figure out the model. Let the industry figure out how to make it secure. Then Apple can integrate it with hardware and software in a way no other company can.
Right now we are still in very, very, very early days.
That's a pretty optimistic outlook. All considered, you're not convinced they'll just use it as a platform to sell advertisements and lock-out competitors a-la the App Store "because everyone does it"?