NFC Times Exclusive: Apple’s decision to exclude tag-reading functionality from its forthcoming NFC-enabled iPhones has caused disappointment among suppliers of tags and developers of tag applications, who told NFC Times they believe the omission could confuse consumers and potentially hamper tag-marketing campaigns.

As NFC Times reported last week, sources say Apple will block the tag-reading feature of the NFC chip it is using for its forthcoming iPhone 6, iPhone 6 Plus and Apple Watch, deciding to optimize the NFC technology for payments only. 

Some of the tag companies are trying to put a positive spin on the development, pointing to the increased awareness for NFC in general that Apple’s adoption of the technology will generate. Some also say they will not be entirely convinced Apple will not support tag reading until they see it for themselves when the new iPhones are released later this month.