Went in to buy a case the day after my phone arrived. I think it was the first time the store employee had done an Apple Pay transaction with a real customer.
McDonalds has had an NFC reader on their credit card terminals for a while now. There wasn't any Apple Pay branding on it, I just asked and they seemed knowledgable that it would work and it did.
Used it three times over the weekend while in NYC for the marathon (watching, not running). All but one cab I rode in had an NFC reader. Like McDonalds, there was no Apple Pay branding. I didn't even ask the driver if it would work, I just tried it and it did.
Saw a Visa PayWave reader (no Apple Pay branding) and thought I'd try it. The cashier was amazed.
This time there was actually an Apple Pay sticker but it was not obviously where to place my phone. Even worse, I still had to pick my account type and enter my PIN. Kinda defeats the benefit of Apple Pay.