NEWS
iPhone Users Annoyed by Unsolicited F1 Movie Promotion in Apple Wallet
Apple’s latest promotional push for its upcoming Formula 1 racing film, “F1” starring Brad Pitt, has landed with a familiar thud for many iPhone users. Numerous individuals, including staff members at The Verge, reported receiving an unexpected notification via the Apple Wallet app this morning. Far from a standard transaction alert, this notification was a direct advertisement promoting the movie and offering a discount on tickets.
The notification prompted users to “Save on 2+ tickets to F1 The Movie with APPLEPAYTEN,” encouraging purchases through Fandango and using Apple Pay for a limited-time offer ending June 29th. Apple, which reportedly invested significant resources into the film, appears to be aiming squarely at boosting ticket sales for the movie’s crucial opening weekend through this direct user outreach.
Unwanted Ad or Helpful Deal? Users React
The unsolicited nature of the Wallet notification quickly drew criticism from recipients, mirroring sentiments reported by outlets like TechCrunch and 9to5Mac. Many users perceived the alert not as a helpful deal, but as an intrusive and unwelcome advertisement pushed directly onto their devices. The backlash highlights ongoing user sensitivity to promotional content delivered via system-level notifications.
This incident has inevitably drawn parallels to past instances where Apple’s promotional tactics have backfired. The most frequently cited comparison is the widely criticized 2014 event where Apple automatically added U2’s “Songs of Innocence” album to over 500 million iTunes accounts without consent. That move was reportedly a costly mistake for Apple, leading them to release a specific tool for users to remove the unwanted music. More recently, Apple also sent unwanted push notifications to promote its “Carpool Karaoke” series on Apple TV Plus.
“Aggressively Thirsty” Marketing?
Regardless of the F1 film’s eventual reception or the nuances between a potential deal notification and a pure advertisement, critics and users alike have characterized this latest push as “aggressively thirsty.” It underscores a persistent challenge for Apple in 2025: effectively integrating advertising and promotional content without alienating its user base, who often expect a cleaner, less commercial experience from the platform.
As the user reaction continues, The Verge has reached out to Apple seeking comment on the nature and targeting of the F1 movie notification and will provide updates should a response be received.
