Apple’s latest marketing move hasn’t landed quite as planned. iPhone users were recently hit with a push notification through the Wallet app, promoting F1 — Apple’s upcoming original movie starring Brad Pitt. The notification offered a $10 discount through Fandango for customers buying two or more tickets. What was intended as a promotional perk has instead triggered a wave of backlash from users who weren’t expecting to be marketed to by their digital wallet.
Across Reddit, X (formerly Twitter), and other online spaces, frustrated users voiced their anger over what they see as an overstep by Apple. For a company long known for its tight privacy standards and premium brand experience, the choice to use a core utility app as an advertising platform felt jarring — and even a bit invasive.
Wallet App Ad Leaves Users Frustrated
The push notification — designed to encourage moviegoers to see F1 in theaters — surprised users by popping up in Wallet, a space traditionally used for managing payment cards, boarding passes, and event tickets. The app is built into iOS and is considered a basic financial utility — not a billboard.
“I paid over $1000 for this phone. I didn’t sign up to be advertised to,” wrote one Reddit user, summing up a widespread sentiment. Another user started a now-popular thread asking how to disable ads in Apple Pay and Wallet altogether. The complaint thread quickly filled with similar frustrations from others who said they’d received the same unwanted message.
What made it worse for many was the lack of a straightforward way to opt out of these types of notifications. Users on current versions of iOS are given only limited control — they can mute notifications entirely or hide card offers during checkout, but they can’t disable marketing messages like the one promoting F1.
Apple Testing New Toggle in iOS 26 Beta
While current iOS builds offer no way to block Wallet app promotions, that may change soon. Apple is testing a new setting in the beta version of iOS 26 that introduces an “Offers & Promotions” toggle. If activated, the option should allow users to opt out of similar marketing messages in the future.
But for now, that toggle remains out of reach for most. Only users enrolled in the iOS beta program have access, leaving the broader customer base stuck with minimal control. The introduction of the feature, however, signals a possible shift in how Apple plans to use its native apps as marketing channels.
And that has users on edge.
A Familiar Pattern of Pushy Promotions
Apple’s latest marketing misstep has reminded many of previous controversies — most notably, the 2014 U2 incident. Back then, the company automatically added Songs of Innocence to every iTunes library without asking users for consent. The move was met with swift and loud criticism, and Apple ultimately had to issue a removal tool for the unwanted album.
Fast forward to 2025, and users are now joking about having “Bono flashbacks” after receiving the Wallet push for F1. While the medium and content may be different this time, the core issue remains the same: Apple using its platform access to push content directly to users without giving them the chance to opt in.
F1 Movie Doubles as Apple Tech Showcase
Despite the uproar, Apple has invested heavily in F1, which it co-produced with Warner Bros. The film features Brad Pitt as a veteran Formula 1 driver named Sonny Hayes and was shot at real-life Grand Prix events. Apple’s hardware played a central role in the production, with custom cameras — made using iPhone components — mounted inside race cars to capture unique on-track footage.
Apple products also feature prominently in the storyline. Pitt’s character wears AirPods Max to relax between races, seamlessly blending product placement with storytelling. The company is clearly using F1 not just as entertainment, but as a showcase for its technology and ecosystem.
The movie was even spotlighted at Apple’s recent Worldwide Developers Conference (WWDC) 2025. The keynote opened with an action-packed trailer, and top Apple executives — including CEO Tim Cook and software chief Craig Federighi — took part in the presentation, dressed in racing suits and playing into the film’s theme.
To further the experience, Apple and Warner Bros. launched a “haptic trailer” that adds vibration effects while watching — another example of Apple blending its entertainment ambitions with hardware innovation.
Users Push Back on Blurred Boundaries
The core issue for many users isn’t the movie itself — it’s the delivery. The Wallet app has always been a trusted tool for secure transactions and organization. For Apple to suddenly use it as a promotional channel felt like a breach of trust for those who expect a clean, ad-free experience from their devices.
This incident adds to a growing list of grievances over Apple’s in-app marketing strategies. From promoting its own services in the Settings app to pushing Apple Music subscriptions during setup, users have increasingly felt that their devices are being used as marketing platforms.
And with the arrival of more original Apple content, users are bracing for more of the same — unless stronger boundaries are put in place.
