The news: Apple will release “Create a Pass” in iOS 27, per Bloomberg. The feature will let users build and customize their own passes for digital tickets and gift cards within the Wallet app.

Users can scan passes with QR codes to convert them into Wallet-compatible passes. 

Why this matters: “Create a Pass” puts the tech company back on a level playing ground with Samsung Wallet, which already had this functionality. 

Wallets’ multipurpose functionality is getting more important, as digital wallets become shoppers’ preferred payment method in the US: 40% of US retail ecommerce sales volume was captured by digital wallets in 2025, the biggest share of any method, per Global Payments. 

Looking forward: Payment providers can lock in loyalty and increase stickiness by making wallets a one-stop shop for any kind of card, ID, passport, travel update, or ticket. 

As more shoppers start using wallets to begin their shopping journey, providers can capitalize on being at the top of the funnel, sparking sales through integrated coupons, rewards, and loyalty programs. 

Implications for payment providers: Making digital wallets more useful can win over younger consumers who live out their lives via mobile devices. Gen Zers are anticipated to spend 6 hours and 27 minutes per day on their phones, per Harmony Healthcare IT.

Focusing on loyalty programs integrations with brands that connect with Gen Zers first can provide higher engagement for mobile wallets.