Apple is facing criticism after pushing promotional ads for its upcoming F1 movie directly to users’ Apple Wallet apps. The notification offers a $10 Fandango discount for buying two or more tickets—but many iPhone owners are unhappy about the intrusive marketing tactic.
What Happened?
- Unexpected Wallet Ads: Users reported seeing a promo code alert in Apple Wallet, advertising F1 The Movie (Apple’s new Formula 1 film).
- No Opt-Out (Yet): While iOS 26 beta includes a toggle to disable “Offers & Promotions,” the stable version of iOS forces users to see these ads unless they turn off Wallet notifications entirely.
- Comparisons to U2 Debacle: Some users likened the move to Apple’s 2014 blunder, when it automatically added U2’s album to iTunes libraries without consent.
Why Are People Upset?
- Wallet is for payments, not ads: Users expect Wallet to manage cards and passes—not serve as a marketing channel.
- Google Wallet doesn’t do this: Android’s equivalent only notifies users about updated loyalty passes, not unrelated promotions.
Could This Get Worse?
The inclusion of an “Offers & Promotions” toggle in iOS 26 beta suggests Apple may expand Wallet ads in the future. For now, non-beta users can only:
- Disable Wallet notifications (Settings > Notifications > Wallet).
- Turn off “Card Benefits” in Wallet settings (limits useful alerts too).
Bottom Line
Apple’s aggressive push for F1 The Movie risks alienating users who see Wallet as a utility, not an ad platform. If this becomes a trend, backlash could grow—especially if more promotions follow.
