When Passbook was first announced I feel like there were tons of new apps supporting it on a regular basis. Airlines, sporting events, store reward cards and other apps were all adding "passbook support". When Apple rebranded it as Apple Wallet, I was very optimistic that other apps would come on board with support. While Apple has been pushing Apple Pay every chance it has, I feel like the other cards in my Apple Wallet have been forgotten. There used to be a dedicated section on the app store where you could find apps that supported Passbook/Wallet. Now when you search for "Apple Wallet" all you get back are third party apps for loyalty cards, which seem to directly compete with the built-in Wallet app. There are certain key apps that I have been waiting for years to add Wallet support. Panera is one, and they even were one of the app developers that were demoed on stage at an Apple event showing Wallet support a few years ago. Best Buy, CVS and many others that all have their loyalty cards built in their apps don't support letting me add it to my Apple Wallet for some reason. My goal is to eliminate all physical store reward cards from my actual wallet. I wish these app developers would get on board and include it. It seems like Apple isn't behind it as much as they used to be, and that worries me. Anyone have thoughts on this? Why do developers hesitate to add this feature?