While not directly in travel transactions, Apple influences consumer travel decisions and in-market travel habits in a big way, and travel companies large and small have to recalibrate their long term strategies to respond to a possible decline curve for Apple and the ecosystem.
American Airlines believes Passbook has lived up to the hype, and is smart to consider additional at-the-airport features, such as seat-upgrade and gate-change information integrated with Passbook.
Although the initial response has been positive, this user found the app still needed work to provide a seamless and simple process for downloading apps, finding boarding passes, and fitting on the iPhone 5’s larger screen.
United's and Lufthansa's first-mover advantage with Passbook support in iOS 6 will be very short-lived as other airlines will undoubtedly be joining the party in the coming days.
A lot of airline passengers have iPhones and some will undoubtedly use Passbook. Delta and American want to be where the customers are.
It looks like Apple Passbook in iOS 6 will get some big traction from airlines for mobile boarding passes. If Apple goes ahead eventually with a full-fledged iTravel offering, then that could be a different story entirely.