Apple Wallet is giving brands more room to show their identity and make the next customer action easier to find. With iOS 27, richer pass designs and Featured Actions create new opportunities for loyalty, membership and CRM teams.
A customer could open their membership card, check their points and go straight to an available reward or online store. For brands, the opportunity is to connect a useful card with a useful next step.
For pass layouts, supported actions, barcode formats and implementation examples, see our Apple Wallet iOS 27 design guide.
What has changed in Apple Wallet
Poster Generic is a new pass style that gives artwork more space alongside member information and a barcode. Featured Actions add up to two tappable tiles beneath an open pass, giving customers a visible route to a relevant destination. Apple also introduced additional barcode formats and new pass creation tools. Apple outlines the updates here.
For a marketing team, the immediate question is which customer journey would benefit from easier access. A redesigned card is most useful when the content and destination serve the same purpose.
Apple Wallet now supports a different UI for each type of pass too.
Make rewards easier to use
Consider a fashion member who has earned a reward. Their pass could show the current reward status, while a Featured Action opens the page where they can use it. A beauty membership could instead prioritise appointment booking. A hotel could give returning guests a direct route to booking their next stay.
These are journey examples, not automatic outcomes of upgrading iOS. The destination still needs to work well on mobile, recognise the customer where appropriate and explain any eligibility conditions.
Choose actions around the reason someone opens the pass. Sending every member to the homepage misses the opportunity to make their next step more relevant.
Connect Wallet to the systems you already use
Your CRM or CDP can continue managing customer profiles and journeys. Where you use a loyalty platform, it can retain responsibility for points, tiers and reward rules. Litecard connects those systems with the Wallet experience through the integrations configured for your business.
A separate loyalty platform is not a prerequisite for every use case. A brand can connect Wallet directly to its CRM or CDP for membership identification, offers and customer engagement. Explore Litecard’s mobile wallet platform.
Plan for the whole customer base
Poster Generic requires iOS 27 or later. Apple recommends a Generic fallback for older devices, plus compatible barcode alternatives when adopting the new formats. Featured Actions are available across pass styles, so teams can evaluate them independently of a full redesign. See Apple’s developer session.
For an international rollout, also check language, regional storefronts and reward eligibility. Android customers need an appropriate Google Wallet experience; the Apple layouts should not be assumed to carry across unchanged.
Start with one customer journey
Pick a use case you can evaluate, such as helping members find and redeem an earned reward. Measure pass additions, visits to the linked destination and completed redemptions using your own analytics and transaction data. Compare results with a suitable baseline before expanding.
Our technical design guide covers the implementation detail. To explore how Wallet could fit your customer journeys, speak with Litecard.
