In the fall of 2012, Apple introduced the ability to purchase Apple gift cards via the iPhone Apple Store app, which could then be shared via email to family and friends. The gift cards could also be used with the Passbook app that debuted as part of iOS 6 the same year.
Since that time, the functionality has been exclusive to the United States, but today, Apple has taken it international.
Apple has updated the Apple Store app for several countries, including the United Kingdom, Canada, Italy, and Australia. Users in these countries can now buy and share passbook enabled gift cards via the app.
It seems many European countries have as yet to see the release of the updated Apple Store app. European readers, has it appeared for you yet?