“Apple’s Passbook feature of iOS 6 has become a surprise hit for developers,” Christina Bonnington reports for Wired.

“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 Jun,” Bonnington reports. “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.”

Bonnington reports, “‘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’ … ‘When Passbook was originally announced, we looked at it as a potential threat to our business,’ Belly CEO Logan LaHive said. ‘Instead, we found it was the perfect complement to what we were doing… ‘We see Passbook growing rapidly; it’s driving a huge amount of downloads in our app,’ LaHive said, noting that Belly saw a tenfold increase in app downloads when Passbook launched.”

Read more in the full article here.

Related articles:
Major League Baseball brass shocked as 12% chose Apple’s Passbook over traditional tickets – October 10, 2012
How to add your Starbucks card to Apple’s Passbook app – October 4, 2012
How to get started with iOS 6′s most underrated new app: Passbook – September 26, 2012