Apple Wallet Push Notification for 'F1 The Movie' Sparks User Backlash

Apple has recently drawn criticism from iPhone users after sending out a push notification via the built-in Wallet app promoting its upcoming film, "F1 The Movie." The notification offered a $10 discount through Fandango for users purchasing two or more tickets to the film. This move, which occurred on Tuesday, June 24, 2025, has ignited significant discussion and frustration across social media platforms and online forums.

User Complaints and Concerns

Many iPhone owners expressed their displeasure at receiving marketing messages through a core utility app primarily used for personal finances and payments. Common sentiments shared online include:

• Inappropriateness of Ads: Users feel that an app like Wallet, crucial for managing cards and payments, should not be used for unsolicited advertising.
• Premium Device Expectation: A frequent complaint is that paying a high price for an iPhone should mean an ad-free experience within core operating system apps. As one Reddit user put it, "I did not pay over $1000 for an iPhone to get advertised at."
• Notification Fatigue: Many users already disable push notifications from numerous apps due to excessive marketing, and they resent having to consider doing the same for a vital system app like Wallet.
• Violation of Guidelines: Critics point out that this promotional push notification appears to contradict Apple's own App Store Review Guidelines, which state that push notifications should not be used for promotions or direct marketing unless users have explicitly opted in and are provided a way to opt out.

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The backlash echoes past instances where Apple's marketing efforts on its devices have met with user resistance, such as ads for Apple services in iOS Settings or the controversial automatic addition of a U2 album to users' iTunes libraries over a decade ago. Some users specifically referenced the U2 incident when reacting to the F1 movie notification.

About 'F1 The Movie'

"F1 The Movie" is an Apple Original Film starring Brad Pitt, delving into the world of Formula 1 racing. The film was shot at actual Grand Prix events and prominently features Apple technology in its production, including custom cameras made from iPhone parts and the use of AirPods Max by a character. Apple, in partnership with Warner Bros., has heavily promoted the film, including showcasing it at the recent WWDC 2025 keynote.

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Future Implications and iOS 26

Adding to the discussion is the discovery that the beta build of iOS 26 includes a new toggle specifically for disabling "Offers & Promotions" within the Apple Wallet app. This feature is not available in the current public release (like iOS 18), meaning users who received the F1 movie notification today likely did not have an explicit option to opt out of such promotional messages beforehand. The inclusion of this toggle in the upcoming OS version suggests that Apple may be planning more marketing pushes through the Wallet app in the future, a prospect that concerns many users based on the current reaction.

Apple has not yet publicly commented on the user complaints regarding the Wallet notification.