iPhone Users Express Frustration as Apple Sends Unwanted Wallet App Ads for 'F1: The Movie'

Apple's latest marketing tactics have again caused a stir, this time among iPhone owners who were unexpectedly welcomed by an unsolicited push notification about Apple's new movie "F1: The Movie" and it was received through a surprising and sensitive avenue: the Wallet app. The action has set off outrage on Reddit, X (formerly Twitter), and internet forums, with folks expressing outrage and frustration at what they feel is an overbearing and out-of-place type of advertising.

Was a Push Notification a Step Too Far?

The problem started when iPhone users in America began receiving Wallet app notifications advertising a limited-time Apple Pay discount provided by movie ticketing company Fandango. The promotion was two tickets for "F1: The Movie," Apple's new racing film with a European debut planned for June 25, then U.S. and Canada on June 27. While promotions such as these are not uncommon in the technology and entertainment markets, it was the platform used and how Apple did it that really took users by surprise.

The Wallet app is commonly regarded as being among the most sensitive and significant apps on an iPhone, holding credit cards, transit cards, and ID in a secure place. For most users, any incursion into this territory and particularly in the form of unwanted advertising is seen as a violation of trust. Switching off notifications completely isn't feasible for the majority, as it might involve missing critical updates about payments, travel, or banking.

Users Turn to Reddit, X, and Forums to Vent

The backlash was immediate and loud. One of the users on Reddit characterized the ad as "Apple just sending me ads to my screen now as push notifications, something I hate with an absolute passion and disable across the board in every app that tries this." A similar message poured into X , where people labeled Apple's action as "tone-deaf" and "unethical."

At the heart of the matter is the belief that Apple violated its own App Store guidelines, which explicitly state that push notifications should not be used for promotions or direct marketing unless users have explicitly opted in to receive such messages. The guideline reads:

“Push Notifications should not be used for promotions or direct marketing purposes unless customers have explicitly opted in to receive them via consent language displayed in your app's UI, and you provide a method in your app for a user to opt out from receiving such messages.”

A Broken Opt-Out System and the iOS 26 Beta Solution

Interestingly, Apple has moved to quiet this type of complaint but not in a manner that benefits consumers today. In the upcoming iOS 26 beta, Apple has included a new switch labeled "Offers & Promotions" within the Wallet app. This feature enables users to opt in/out of acceptance of special offers and promotions from Apple and its affiliates. But the new notice was also issued to users who remain on iOS 18, much of whom never signed up for any promotional alerts which only fueled the backlash.

The failure to include a retroactive patch or control for previous iOS versions has left many frustrated. Without an option to simply disable just promotional notifications without also disabling critical financial reminders the remedy seems infuriatingly all-or-nothing.

Apple's Aggressive Marketing History

This stunt isn't the first time Apple has been called out for aggressive content pushing. The company had previously been criticized for aggressively marketing ads and banners for its original series "Severance" throughout its ecosystem, which similarly elicited accusations of overreach. With its increasing aspirations in original programming and film, Apple appears to be experimenting with new methods of promoting its entertainment offerings even if it comes at the cost of user goodwill.

But at what cost? Attempting to compete with the likes of Netflix, Amazon, and other media giants, Apple might just be sacrificing its most precious asset user trust.

Privacy vs Promotion

Apple has long branded itself as a defender of user privacy and control, particularly in comparison to other tech giants. Taking ads to shove through via the Wallet app, which is commonly used for private and secure financial transactions, appears to be contradictory to this fundamental value. For a company that has established its reputation on placing users first, this blunder feels particularly disorienting.

Unless Apple makes a public response to the backlash and states more clearly how to opt out of the older iOS versions, this incident could remain in the public imagination as a symbol of the tension between content marketing and user freedom.

As Apple grows more into original entertainment, it will have to be more diligent about how and where it promotes its programming. The recent Wallet app notification fiasco is an obvious case of how even a good-natured promotion can fall apart when not made with transparency and consent.

For the moment, everyone is waiting to see what iOS 26 will do, and whether its new "Offers & Promotions" option will give the degree of control that users are clamoring for or if Apple's aggressive promotional habits are here to stay.