Why Are iPhone Users Furious About Apple's Shocking Wallet App Advertising Strategy?

Is Apple's Controversial F1 Movie Promotion Through Wallet App Destroying User Trust?

Apple sent push notifications through the Wallet app to promote its F1 movie, and iPhone users are not happy about it. The tech giant pushed a promotional offer for a $10 discount on Fandango movie tickets, but this marketing move has backfired spectacularly.

What Happened with Apple's F1 Movie Promotion

On June 24, 2025, Apple sent out push notifications through the Wallet app to iPhone users in the United States. The notification promoted a limited-time offer: save $10 when buying two or more tickets to "F1: The Movie" using the promo code APPLEPAYTEN on Fandango.

This Formula 1 film stars Brad Pitt and was shot at actual Grand Prix races. Apple invested heavily in this project, using custom-made cameras built from iPhone parts and featuring AirPods Max prominently in the movie.

Why iPhone Users Are Angry

The backlash was swift and intense across multiple platforms including Reddit, X (formerly Twitter), and tech forums. Here's why users are so upset:

Trust and Privacy Concerns

Users feel betrayed because the Wallet app handles sensitive financial information like credit cards and boarding passes. Many consider this "sacred ground" that shouldn't be used for advertising.

Violation of Apple's Own Guidelines

Apple appears to be ignoring its own App Store guidelines, which state that push notifications should not be used for promotions unless users explicitly opt in. The company's guideline clearly states: "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".

No Easy Opt-Out Option

Users on current iOS versions cannot easily disable these promotional notifications. The only option is to turn off all Wallet notifications, which isn't practical since people need alerts for payments and transactions.

User Reactions and Comparisons

iPhone owners expressed their frustration with comments like "I did not pay over $1,000 for an iPhone to get advertised at". Many users compared this incident to Apple's infamous 2014 mistake when they automatically added a U2 album to 500 million iTunes libraries without permission.

One Reddit user wrote: "I am getting Bono flashbacks", referring to that controversial U2 promotion that reportedly cost Apple over $100 million.

Apple's Response and Future Plans

Apple has not immediately responded to requests for comment about this promotional push. However, the company appears to be planning more of these marketing messages.

iOS 26 Beta Changes

The iOS 26 beta includes a new "Offers & Promotions" toggle in the Wallet app settings. This suggests Apple plans to send more promotional notifications through Wallet in the future, but users will have better control options.

The Bigger Picture

This incident highlights Apple's increasing use of advertising across its ecosystem. The company has already introduced ads in Apple TV, Apple Music, the App Store, and even iOS Settings.

Some observers note that Apple's vertical integration allows them to promote Apple Pay, Wallet functionality, and their F1 movie all at once. However, this approach risks damaging user trust and the premium experience that Apple customers expect.

What This Means for iPhone Users

If you received this notification, you're not alone in feeling frustrated. Many users see this as Apple crossing a line by using essential system apps for marketing purposes. The good news is that iOS 26 will include better controls to opt out of these promotions.

For now, users who want to avoid similar notifications in the future will need to wait for the iOS 26 update or provide feedback directly to Apple through their official channels.

This controversy shows how even tech giants can misjudge their customers' tolerance for advertising, especially when it appears in apps that handle personal financial information.