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With a Push-Notification About ‘F1: The Movie’, Apple Did What No Company Should Ever Do
- Apple sent unsolicited push notifications via its Wallet app on June 24, 2025, promoting a $10 discount on tickets for F1 The Movie opening June 27.
- This marketing move followed Apple's pattern of using native apps for promotions, recalling backlash from the 2014 U2 album addition to users' iTunes libraries.
- Numerous iPhone owners voiced their frustration on social media, describing the ads as intrusive and some stating they didn’t invest over $1,000 in an iPhone to be targeted with unsolicited promotions.
- Apple is co-producing the film starring Brad Pitt and offered a promo code APPLEPAYTEN for $10 off two or more F1 tickets, while iOS 26 beta introduces a toggle to disable Wallet app promotions.
- The backlash suggests Apple’s ad push risks eroding user trust, though iOS 26’s upcoming feature may remedy promotional notification concerns later this summer.
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iPhone users angry after receiving Apple Wallet notification for upcoming F1 movie
With Brad Pitt's F1 movie set to hit theaters this week, Apple thought it might be a good idea to provide iPhone users with a little bit of an incentive to see the film in theaters. In theory, the plan made sense. In practice, it generated furious backlash from users. Here's what went down. On Tuesday afternoon, some iPhone users noticed a push notification from their Wallet app. The notification was, in essence, a promotion whereby users purcha…
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Leaning Left2Leaning Right0Center4Last UpdatedBias Distribution67% Center
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C 67%
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