Apple users have expressed dissatisfaction with receiving advertisements from the Apple Wallet app promoting the tech giant’s Original Film, “F1 the Movie.” iPhone owners have taken to social media platforms to voice their frustration over the push notification sent by the Wallet app, offering a $10 discount at Fandango for purchasing two or more tickets to the film.
The feature film, which stars Brad Pitt, delves into the world of Formula 1 and was filmed at real Grand Prix races. It also highlights the use of Apple technology, from custom-made cameras constructed from iPhone components used to film inside the cars, to the AirPods Max worn by Pitt’s character, F1 driver Sonny Hayes.
Despite the film’s positive reception, iPhone users are not keen on their built-in apps, like the digital wallet, being used for marketing purposes.
One Reddit user expressed their discontent, stating, “I did not pay over $1000 for an iPhone to get advertised at.” Another user inquired about how to disable Apple Pay ads.
Recent reports suggest that a new feature in iOS 26’s beta version allows users to turn off “Offers & Promotions” in Apple Wallet, a feature not available in the current release. Users on the beta build can opt out of receiving offers, unlike those on the current version who can only disable notifications or card benefits during checkout.
The introduction of this new control toggle in iOS 26 indicates that Apple may increase marketing messages and promotions through the Wallet app in the future, a move that may not sit well with many iPhone users.
Apple customers have historically resisted advertisements and marketing initiatives pushed to their devices without consent. Previous instances include backlash against ads for Apple services in iOS Settings and the U2 album that automatically appeared in iTunes libraries over a decade ago.
Comparisons have been drawn between the current F1 movie notifications from Apple and the past U2 album debacle, with one Reddit user mentioning “Bono flashbacks.”
Apple has heavily promoted the F1 film in collaboration with its distribution partner, Warner Bros., even launching a haptic trailer with vibration feedback. The film was showcased at the recent WWDC 2025 keynote, featuring Apple CEO Tim Cook and SVP of Software Engineering, Craig Federighi, in a race car driver role.
Requests for comment from Apple have not been answered at this time.
