Back in October of 2012, Apple introduced the ability to purchase gift cards via the iPhone and iPod touch Apple Store application. These gift cards could then be shared via email to family and friends for use in the Apple Store. These gift cards could also be used via the Passbook application that Apple introduced with iOS 6. 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, Australia, but not many of the countries in Europe in which we checked. Users in each of those countries can now buy Passbook-enabled gift cards through the application. There is no word on when the remaining European countries will see the feature.
Update: Three days after publishing this update, Apple also released a second update to address various bugs and other issues.