Jordan Staniscia wonders about this:
The thing is, why is Apple waiting for third parties? Apple owns retail locations - one of the types of businesses Passbook was built to support. Couldn't it have given out iPhone 5 preorder slips or a coupon for an Apple TV to fill this ecosystem even a drip?
It doesn't seem like a priority for Apple.
I was surprised at Starbucks dragging their feet, but this is weird too. It's perfectly logical to assume Apple would support their own app at launch.
And yet, they haven't. At least not yet, anyway.