You don't even have to do that. Just put the phone up to the reader, and it will pop up the prompt for your fingerprint. I do it all the time. It takes way less time than a chip card (especially since I usually already have the phone in my hand anyway).

I will grant that it's a bit more work if you want to use a card other than the default, but I rarely do (and I'd be willing to bet that the vast majority of consumers have a single card they use almost all the time).

Edit: and by "a bit more work," I mean tapping the stack of cards at the bottom of the payment screen and picking the one you want. A very little bit more work (less work than shuffling through my wallet for the physical card I want to use).

I think the people talking about the difficulty of using Apple Pay have never actually tried or seen it...