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A wallet pass has a fixed set of areas, each with its own job. Once you know them, every control in the template editor maps to a spot on the pass. The areas of a wallet pass: logo and header fields at the top, strip image with the primary field, secondary and auxiliary field rows, and the barcode at the bottom

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The front of the pass

From top to bottom: Here is every area in place on a real pass — a store card open in Apple Wallet on an iPhone:
The front of a store card pass open in Apple Wallet on an iPhone, with the Hold Near Reader prompt below it

Logo and logo text top-left, a Member Tier header field top-right, the Balance primary field on the strip image, Member and Member Since on the shared field row, and the NFC tap icon bottom-right.

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The back of the pass

Customers reach the back through the ⋯ button when the pass is open in their wallet. Back fields hold everything that doesn’t belong on the front: terms, contact details, longer descriptions, links. There’s much more room here, and text can be longer.
The back of a pass in Apple Wallet on an iPhone, showing wallet toggles followed by Terms & Conditions, Customer Support, and Serial Number back fields

The back of the same pass: your back fields (here Terms & Conditions and Customer Support) sit below the wallet's own controls, like automatic updates and notifications.

The toggles above your back fields belong to the wallet, not your template — each customer controls them on their own device. Knowing what they do helps when a customer reports a pass that “isn’t working”:
The Serial Number on the back of the pass is the same value as the Pass ID on the pass detail page in the portal — a customer can read it to you to confirm you’re both looking at the same pass. See passes.
The editor also offers footer fields. These only appear on the generic poster layout, as a final line at the very bottom of the pass — on other layouts, keep your content in the areas above.

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Pass styles

The pass style (chosen in the Settings tab) decides the overall layout — most importantly whether the pass uses a strip image or a full background: The five pass styles: Store Card and Coupon use a strip image, Generic and Boarding Pass use a background image, Event Ticket uses a strip with thumbnail or a poster layout Switching style keeps your fields and images but changes how they’re laid out — check the preview after switching, since a strip image won’t show on a background-based style and vice versa.

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Layout by style

Each style arranges the same areas differently. The two poster variants are the new, modern pass presentations: full-bleed artwork carries the design, and they activate automatically on newer iPhones when your template has poster artwork.
Store card layout: logo and header fields at the top, strip image with the primary field on it, secondary and auxiliary fields sharing one row, barcode at the bottomThe most common layout — and the one used by most loyalty programs: strip image with the primary field on it, and secondary and auxiliary fields sharing one row — up to 4 fields in total, kept short so they fit. The Coupon style is laid out the same way; it reads as an offer, where a store card reads as a membership.

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How this knowledge maps to the editor

  • The wallet draws the pass; you supply the ingredients. You can’t move the areas around — you decide what goes in each area.
  • Less is more: passes are glanced at, not read. A strong image, one primary value, and a couple of supporting fields beat a crowded layout.
  • Field values can be dynamic — showing each customer their own name, balance, or tier. See fields and dynamic content.
Want to go deeper? Apple’s developer documentation covers the underlying pass format in technical detail — see Wallet Passes on the Apple Developer site. You won’t need it to use the editor; everything merchant-relevant is covered in these pages.