At the moment, Apple has not opened any access to the embedded NFC chip to developers as suggested by many articles such as these ones :
The list goes on. The main reason seems (like lots the other hardware features added to the iPhone in the past) that Apple wants to ensure the security of such technology before releasing any API for developers to let them do whatever they want. So at first, they will use it internally for their needs only (such as Apple Pay at launch time).
"At the moment, there isn't any open access to the NFC controller," said RapidNFC, a provider of NFC tags. "There are currently no NFC APIs in the iOS 8 GM SDK".
But eventually, I think we can all agree that they will develop such API, it's only a matter of time.