Apple is facing backlash over sending unexpected push notifications through the Wallet app to promote the upcoming F1: The Movie, set to debut in theaters on June 27 in North America (via TechCrunch).
The in-app notification advertised a discounted ticket bundle via Fandango, drawing criticism from users who viewed it as intrusive marketing through a financial tool.
A number of iPhone users in the U.S. woke up to an ad-style notification within Apple Wallet. The alert promoted a limited-time offer of two discounted tickets to F1: The Movie via Apple Pay and Fandango. The push notification stirred frustration as many consider Wallet a strictly utilitarian app for payments and passes, not advertising.
Apple’s official developer guidelines prohibit the use of push notifications for promotions or marketing unless users explicitly opt in and have a straightforward way to opt out. The Wallet notification arrived unsolicited on devices running iOS 18 and later, with no clear user consent.
Apparently, Apple has addressed the concern in its iOS 26 beta, where a new “Offers & Promotions” toggle in Wallet allows users to opt in or out of promotional content. However, this setting isn’t available in iOS 18, leaving affected users with no clear path to disable unwanted notifications.
The Wallet notification is part of a larger promotional effort around F1: The Movie, which includes immersive marketing campaigns such as haptic-enhanced trailers, a fictional Formula 1 team in F1 25 video game, Super Bowl commercials, and special-screen promotions
Apple CEO Tim Cook recently defended the film’s tech innovations, like adapting iPhone parts to capture authentic F1 cockpit footage, as emblematic of Apple’s broader commitment to cinematic storytelling and innovation, beyond just boosting device sales.
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People need to relax. It’s a great movie especially on IMAX! 👌🎉
It's not a question of whether or not the film is good. This issue is about an intrusive advertisement.
No ad in my iPhone wallet. I don’t think it’s intrusive. I don’t mind ads as long as they offer me good value like discounted prices or specials just offered in a specific ad. Ontario is right, people need to relax.
Apple just like the Canadian government for the last decade… Rules for thee, but not for me.