I've been using Pay for nearly 3 months now and think the novelty has almost worn off in the UK.
Last week I used it on all my purchases
at these places and in and around Edinburgh :-
Co-op Food (x 3)
Scotrail Ticket Office
Boots (x 2)
M&S Food
M&S Clothing (>£30)
Store
In all cases the cashier/salesperson did not make any remark or exclamation as I think they had seen it all before.
Yeah I agree, no one seems interested now when I'm paying with my iPhone. Still get the odd look when using my watch though.
I think the advertisements appearing on TV from the various banks now may also have something to do with it. If someone has seen one of those advertisements then they may not be inclined to blink an eye when seeing someone using ApplePay as it's not something they have not heard of or seen it before.