29 September 2012
Pass on Passbook
I have been using Starbucks, Walgreens, Alaska Airlines, Delta and American Airlines apps in iOS for about a year now. The most handy of the bunch is the Starbucks app which functions just like my plastic coffee card. Less successful are the airlines apps which usually work (I'm frowning at you Delta) but the TSA agents often force you to grab paper tickets anyway. Passbook, as demoed, was going to put all of this stuff in one spot. The problem is that all it does today is take you to the iTunes store so you can see that it only supports about a dozen companies today. When you select Walgreens it merely allows me to download the app that I already had.
The image above is from Apple's own demo where they show all my cards in one handy place, including that useful Starbucks card. You might be suckered into believing that this lovely program will put all of those card apps in a single app. You might even be stupid enough to believe that Starbucks was one of the companies available out of the gate with Passbook. I sure did.
So what does this thing do? Not a damn thing for me. If I could move the apps into Passbook and save screen real-estate, that would be handy - but you cannot do that. If I could launch the apps from Passbook then I would have at least one stop shopping - but you cannot do that. If I could put whatever shopping apps you want into the software, that might be nice - but you cannot do that. Sure, if someone gives me a gift certificate this Christmas and it happens to match one of the dozen companies they support then I might be able to put it into Passbook. I suppose that might be handy for my kids who actually get gift cards for Christmas, but I am not buying them an iPhone.
If you compare recent Cupertino mistakes, it seems this one is should get the prize. (Hopefully that prize is a gift certificate that Passbook is compatible with, though.) Apple Maps is a lacking piece of code compared to Google Maps, but it is still a very useful program that millions of iPhone users will be using every single day. Passbook is a promise to maybe be useful someday, but not today. So why did they even release this thing? Why not wait until it actually had a purpose?
The reason is NFC. This was the one feature now showing up as standard equipment on high-end Android devices that the iPhone is missing and Apple had to have an answer, even if the answer is an illusion. No doubt, very few places allow you to make purchases with an NFC equipped device, but in the past couple weeks I have visited a Radio Shack and a Noah's Bagels that supposedly did support it. More critically, it seems likely that NFC purchases will be hitting your neighborhood 7-Eleven before the iPhone 6 is released, and that has the folks in Cupertino a bit nervous. The iPhone is the best mobile gadget out there today but come April of 2013 the market may require NFC and Apple hopes Passbook can ease that need.
That forces me to conclude that this product is currently nothing more than marketing fluff. Tomorrow, if NFC finally gains acceptance, it may look like an app written by Henry George. In the 1930's.
Still, there are a whole lot of us that will be carrying iPhone 5's with two year commitments, so I hope we will see some updates to the software in the coming months to at least make it somewhat useful. If Apple could fulfill their promise of having my Starbucks card show up in there then it might save my trying to figure out how to delete the thing.
Speaking of which, Apple, how do I get rid of that stupid Newsstand app, again?