Apple is behind time with its products. Once it was leading, but now it's trailing.
NFC is a good example, a technology that's out there for a while. But Apple thinks users don't need it. That's were they err. They should supply it and let the user decide what they need and not need.
Apple said - our screen size is the best after long research and you don't need any other screen size. Again, the market has another opinion.
Simple fact is now, many people stop buying simply because the brand is Apple and start to compare. And once they compare Apple will lose.
I have NEVER seen anyone use NFC in public so I doubt many people want this feature and it's not secure enough to give people confidence to use everywhere. Eventually Apple will come out with it when it's secure enough for people to use.