Apple’s “Passbook” a Replica of “Wrapp”?

While consumers are becoming pickier, demanding and expecting experiences, consumer focused companies are consistently being challenged to improve their way of serving their mainstream customers. Apple Inc., traditionally being a company to comply with consumer demands made several announcements at WWDC aimed to improve both user experience and customer experience in general. Its “Passbook” app is one of these announcements. Now, what does it do?

Apple Announcing the "Passbook"

Attempting to make one’s pockets much lighter, the “Passbook” app aims to store all “passes” such as boarding passes, movies tickets and store cards at a single destination. It is not only limited to that. From the digital perspective, “Passbook” also aims to combine everything digital on your phone and store in at a single place. At WWDC, it seemed as though the passes were to assume QR code form and redeemed accordingly. It remained unclear how many partners Passbook will start out with, but it has potential to grow into something big benefitting Apple and partners associated with it alike.


Now there is a Swedish startup called “Wrapp” which is kind of doing the same thing. Wrapp is already in business while Apple has only announced this. I wonder, if it is a plausible assumption to undertake that the “Passbook” is a mere replica of Wrapp only to be sheltered under the Apple brand to gain hype, fame and consumer credibility. However, the bright side for both “Passbook” and “Wrapp” is that as long as they keep partnering up with businesses, create value for them and intensify their sales, it is unlikely they will be out of business anytime soon. On the contrary, the challenging and motivating side is how either one of these will perform to live up to customer expectations. “Passbook” is something that will be available in the iStore whereas Wrapp is available in both the iStore and on Android. Wrapp has been expanding to different territories rapidly whereas Passbook still has to make sufficient inroads. How will this competition shape out?

For now, advantage Wrapp!