iPhone Customers Upset by Apple Wallet Ad Pushing ‘F1’ Movie
Cupertino, CA – Apple is facing a wave of discontent from iPhone users following a recent promotional push for its original film, “F1 the Movie,” directly through the Apple Wallet app. Customers are expressing frustration over receiving unsolicited advertisements in an app typically reserved for financial transactions and digital passes, sparking a debate about user privacy and integrated marketing.
The controversy stems from a push notification sent via Apple Wallet, offering a $10 discount on Fandango for individuals purchasing two or more tickets to the “F1” film. This unexpected marketing tactic has quickly drawn criticism across various social media platforms, including X (formerly Twitter) and Reddit, where iPhone owners are vocalizing their displeasure and seeking ways to disable these ads.
“F1 the Movie,” starring Brad Pitt, delves into the high-stakes world of Formula 1 racing, notable for being filmed at actual Grand Prix events. The production prominently features Apple technology, from custom cameras crafted from iPhone parts used inside race cars to the AirPods Max worn by Pitt’s character, F1 driver Sonny Hayes. Despite the film’s potential critical reception, with some reviews calling it “well-received”, the core issue for users remains the perceived intrusion into their digital wallets.
User feedback highlights a strong aversion to in-app advertising within essential utilities. One Reddit user, u/captain42d, complained, “I did not pay over $1000 for an iPhone to get advertised at.” The sentiment is widespread, with many posts questioning how to disable these Apple Pay ads.
Interestingly, a forthcoming solution appears to be in the pipeline. The beta build of iOS 26 introduces a new toggle to disable “Offers & Promotions” within Apple Wallet. This option is conspicuously absent in the current public release, where users can only turn off general notifications or card benefits during checkout, but not specifically opt out of promotional offers. The inclusion of this new control suggests that Apple may be planning a more aggressive marketing strategy through the Wallet app in the future, a move likely to face continued resistance from its user base.
Apple customers have historically been sensitive to unconsented marketing pushes on their devices. Previous instances of backlash include advertisements for Apple’s services embedded in their iOS Settings and the infamous U2 album that automatically appeared in iTunes libraries over a decade ago. The recent “F1” promotion has drawn direct comparisons, with one Reddit user quipping, “I am getting Bono flashbacks.” A Twitter user, John Vezmar, also drew the parallel, stating, “All these F1 movie notifications from Apple is the equivalent of when they put that U2 album on everyone’s iTunes back in the day no one asked for.”
Apple has heavily promoted “F1” alongside its distribution partner, Warner Bros., with initiatives ranging from a haptic trailer featuring vibration feedback to its prominent display at the recent WWDC 2025 keynote. The keynote even featured a film preview with participation from Apple CEO Tim Cook and SVP of Software Engineering, Craig Federighi, reinforcing the company’s significant investment in the project.
As of this report, Apple has not issued a public statement regarding the user complaints. The ongoing debate underscores the delicate balance tech giants must maintain between content promotion and preserving user trust and control over their devices. The question remains whether the introduction of an opt-out feature in a future iOS update will be sufficient to quell the growing dissatisfaction.
