@AC 0.15% fee
The banks are eating the 0.15% fee, not the merchants. The merchants rate won't change, but as they will have reduced fraudulent charges they're forced to eat, they win.
The banks also win, because the reason they're willing to accept 0.15% less is due to a reduction in their own costs for fraud (issuing new cards, fraud detection infrastructure, more CSRs to deal with customers calling in about fraud, etc.) Presumably by more than 0.15%, or they wouldn't have agreed to it. They also get the first fully compliant EMV implementation out there, so they can begin pushing that harder.
Apple wins, because they get 0.15%. That's a tiny drop in the bucket for them, even if Apple Pay eventually carries billions in transactions per year, but it compensates them for "first mover" advantage in being the first to see NFC as a way to benefit the consumer by making payments more secure, instead of merely a way to take a cut (like the carriers) or "hey look at me, I can buy stuff with my phone in a way that's actually less secure than when I buy stuff with my card" (previous adoptions of NFC payments on phones)
So everyone wins, except the fraudsters.