Apple Wallet Just Got a Major Upgrade: What iOS 27 Means for Brands

The Wallet just got a glow-up

With iOS 27, Apple is introducing new capabilities that make Wallet passes more visual, interactive, and useful, giving brands more opportunities to connect with consumers after an offer is added to their wallet.

Key actions move front and center

One of the biggest updates is Featured Actions. Brands can now surface up to two relevant actions directly below the pass face (think two links on the front), rather than relying on consumers to navigate to Pass Details on the back.

It’s a small change with a big impact: key information is easier to find, creating a more seamless path from wallet add to redemption while giving consumers greater confidence in how to use their offer.

More room to make it yours

With Apple’s new Poster Generic pass style, brands have more room to bring their look and feel directly into the pass. There’s way more vertical real estate. We know you want every touchpoint to feel like the same campaign, now the Wallet can, too.

More flexibility at checkout

Apple Wallet now supports four additional barcode formats (EAN-13, Code 39, Codabar, and ITF), opening up even more possibilities at checkout. These barcodes are already used across retail, inventory, logistics, healthcare, and more, giving brands more flexibility to work with the scanning systems already in place. More compatibility means an even easier path to redemption.

The Wallet is just getting started

These updates give brands more ways to make Wallet experiences easier, better looking, and more connected to the campaigns around them. For us, it means more room to get creative, remove friction, and rethink what a Wallet campaign can actually do.

With these capabilities already available in Google Wallet, brands can now create more interactive, seamless experiences across both major wallet platforms

The Wallet just opened up. Let’s see what we can do with it. 📲