Apple Wallet sparks outrage with surprise F1 movie ads
Apple Wallet, once known strictly as a secure space for storing boarding passes, ID cards, and credit details, is now facing backlash for turning into a marketing platform. As Apple pushes promotions for its high-profile film F1, many users are angry that their digital wallet is now sending unsolicited ads without consent.
The issue came to light when iPhone users began receiving push notifications promoting a limited-time Fandango ticket offer for the F1 film starring Brad Pitt. These pop-ups came directly through the Apple Wallet app, something users never expected from a utility designed for privacy and financial management.
Users feel blindsided by Apple Wallet’s marketing shift
Social media lit up quickly. From Reddit to X (formerly Twitter), users voiced frustration. “Ads in my wallet app? Oh hell no,” one post read. Others compared it to Apple’s infamous U2 album drop calling it a betrayal of trust. The general sentiment: users didn’t buy $1,000+ iPhones to receive unsolicited movie promos in their wallets.
Spam from Apple using the Wallet app 😬😨 pic.twitter.com/NMXwruYj1t
— Maximiliano Firtman (@firt) June 24, 2025
More concerning is Apple’s own guidelines. According to its developer rules, push notifications used for marketing should only be sent if the user explicitly opts in. But Apple didn’t provide a clear option to opt-out of these promotions in the current iOS versions, leaving users to disable notifications altogether or endure the ads.
H3: Apple tests new control for ad-free Wallet but only in iOS 26 beta
Interestingly, in the upcoming iOS 26 beta version, Apple has quietly introduced a setting that allows users to disable “Offers & Promotions” in Wallet. This toggle is not yet available in the public release, meaning the only current solution is muting all Wallet notifications which many don’t want to do, as it limits useful alerts for payments and travel.
This move signals Apple’s intent to make advertising through Apple Wallet more regular something users are clearly not ready to accept.
What makes the F1 movie promotion unique and frustrating
The F1 film, set for theatrical release on June 27, is a major Apple project. It was even teased during the company’s WWDC 2025 keynote with a flashy opening scene and a high-tech trailer featuring haptic feedback through iPhones. The film showcases Apple hardware, from AirPods Max to specially designed iPhone camera rigs used to shoot inside real race cars.
Despite good early reviews, it’s clear users are not upset about the movie itself they’re angry that a system tool like Apple Wallet is now being used as a marketing channel. For a company that has built its reputation on user control and privacy, this feels like a contradiction.
Apple’s history with aggressive promotions resurfaces
This incident has reignited debates about Apple’s past marketing tactics. Some users recall when Apple added a U2 album to everyone’s iTunes library in 2014 without consent. Others mention ads for Apple TV+ and iCloud in the Settings app another example of promotional content creeping into system spaces.
While Apple’s intent may be to boost visibility for its original content, the delivery method is where the line is being drawn by customers. For users, Apple Wallet is seen as a tool, not a billboard.
Conclusion:
Apple’s decision to use Apple Wallet for advertising, especially without opt-in consent in current iOS versions, has sparked justified backlash. The company may be testing the waters for deeper integration of promotions into its core apps but users are already sounding the alarm.
