American Airlines and cosmetics retailer Sephora are among the big-name companies that have developed apps for Passbook and seen them downloaded by the tens of thousands since it was announced in June. Passbook also plays nicely with Eventbrite, Ticketmaster and Square. Apple doesn’t say how many apps have been developed for Passbook, but 22 are featured in the curated “Apps for Passbook” section of the App Store.
“We were amazed at the high uptake,” Phil Easter, American Airlines’ director of mobile apps said. “Apple has allowed an app developer like us is to put features right in front of the user where before, that space was off limits.”