I have quite some actual experience in IT and e-commerce as well, however I don't think that even the level of my experience is required for that matter.
The issue at hand is quite simple - ApplePay should gather and provide a lot more information, and then provide all that information to the credit card provider. It will then allow the credit card provider to both make more intelligent decisions as to the risk levels, as well as make it harder for the fraud to take place, and at the same time will make the investigations easier.
Yes, I don't know the exact details of how ApplePay works. But does it required at all to know what needs to be done? I don't think so, especially as the things that I'm talking about are really simple.
It's quite simple for ApplePay application to gather all the information I already mentioned, and it's quite easy modify the protocol so that all this extra information is provided to a credit card vendor. And while it could be possible to spoof some of that information, that will already require a lot more knowledge than an average lamer thief has, that just gets the stolen credit card info and types it into the ApplePay application.
Now lets consider what credit card company could do with that information vs. what it gets now (just card info plus phone model). Credit card company or the bank knows the cell phone number of the client, so an attempt to add the card using a phone with a different cell phone number could automatically block and require some manual steps, thus calling the credit card company. It may do the same based on the SIM related information, and IMEI of the phone itself. And it's just a tip of the iceberg of what could have been done, if Apple would implement this mechanism.
Should I speak about other more obvious and less obvious things? Like more easier investigations of the fraud if you have all the information? But just by adding these simple additions will make adding stolen credit/debit cards a lot more complicated, thus enhancing the security for everybody a great deal.
I also would expect Apple to be generally more approachable and helpful in the cases of the fraud, not just say that there is nothing that they can do, and that they hold no logs or audits of the attempted additions of the cards. I spoke with Apple's customer service and the general message was that it's my fault that somebody have stolen my credit card. The representative went as far as to tell me that she "never gives her credit card details over the phone". I understand that she never purchases anything over the phone nor pays her bills over the phone, but she seemed to be a bit confused by my argument that somebody can potentially steal the credit card details even from the server, so giving up on all phone call based services is not a solution either.
There is also a lot that Apple could do to track this fraudulent activity on their side and help catch the thiefs. After all there it's possible to perform correlation between the phone itself (by IMEI), AppleID, and ApplePay. It's possible to check if some phones i.e. have an abnormal number of cards being added and then removed/blocked. Then Apple could block such phones from using ApplePay, as Apple sits at the center of the information, not credit card company that only knows about it's own cards. I.e. credit card company could have made a lot more intelligent decisions if Apple would provide a lot more information, and that would help greatly, however only Apple sees that the same phone is used to unsuccessfully add cards from different credit cards providers.