Apple is facing criticism from iPhone users after sending a push notification through the Apple Wallet app promoting its upcoming film, F1 the Movie, starring Brad Pitt. The ad, which offered a $10 discount via Fandango when purchasing two or more tickets, didn’t sit well with many Apple customers — especially those who view Wallet as a utility, not a marketing platform.
The movie, co-produced with Warner Bros., highlights Apple’s technological involvement in filmmaking, using custom iPhone-based cameras and featuring AirPods Max prominently in the storyline. Despite the innovation, users were more concerned about the delivery of the promotion than the movie itself.
Reddit quickly lit up with complaints. “I didn’t pay $1,000+ for an iPhone to get advertised at,” one user posted. Another thread asked how to disable such ads, noting that iOS currently lacks a full opt-out feature unless you’re running the iOS 26 beta, which introduces a new “Offers & Promotions” toggle in the Wallet settings.
This incident echoes past Apple marketing missteps, such as the infamous U2 album drop in 2014. One Reddit commenter summed up the sentiment best: “I’m getting Bono flashbacks.”
Apple’s strategy to integrate marketing within its default apps may indicate a broader push, especially as the company expands its original content library. However, this approach risks alienating the very user base that values Apple’s historically ad-free environment.
