Apple has once again come under fire from users for sending promotional push notifications via its Wallet application. For those unfamiliar, the app is usually used for payments and ticket storage, but Apple used it to offer a $10 discount on the film F1 the Movie. Users took to social media to complain about the message, which was sent without their prior consent. This has sparked a wave of criticism, reigniting long-held concerns about ad intrusion on Apple devices.
Apple and Warner Bros. are co-promoting the film, which is based on Formula 1 and stars Brad Pitt. The film was shot at actual Grand Prix races and is said to have used some Apple technology during production. While it has nothing to do with iPhones, users believe that their devices should be free of unsolicited advertising, particularly from core system applications.
Many users on X and Reddit stated that they had not purchased an iPhone worth more than $1000 to be advertised at. Some users compared the brand’s notification to the decision in 2104 to preload a U2 album into users’ iTunes libraries. However, Apple had not issued an official statement at the time of writing this article.
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Current iOS versions do not allow users to completely opt out of these promotions. During checkout, they can hide card benefits or disable notifications, but only the iOS 26 beta version has a setting to prevent wallet-based offers. This suggests that there may be plans to expand the distribution of marketing messages through the Wallet app.
The topic has become a major source of concern among users, with Apple citing its evolving approach to in-system promotions. However, the company has been known for years to promote privacy and user control as selling points, but this may change the narrative. The ads for Apple’s own services appeared in the iOS Settings menu, eliciting similar criticism. It remains to be seen whether Apple plans a broader shift to ads on iPhones.