iPhone Users Criticize Apple Wallet Ad for F1 Movie
Apple Wallet has come under fire after surprising iPhone users with a push notification promoting F1 the Movie, an Apple Original Film. The message offered a $10 discount on Fandango when purchasing two or more tickets — but rather than excitement, the ad sparked widespread frustration. Many iPhone owners took to social media to express their disappointment, questioning why a utility app like Apple Wallet was being used for unsolicited marketing. The backlash reveals a deeper concern: Apple’s growing use of system-level tools to promote its own services without clear user opt-out options. For users who expect a premium, ad-free experience, the move feels intrusive and off-brand.
Frustration Grows Over Apple Wallet Ads and User Consent
The main issue fueling user frustration lies in consent. Apple customers are questioning why they’re being served promotional content through Apple Wallet — a tool that traditionally helps manage digital payment cards, boarding passes, and event tickets. Many argue that a premium device costing over $1000 should not be subject to marketing without permission. As one Reddit user put it, “I did not pay over $1000 for an iPhone to get advertised at.” Others have started threads seeking ways to turn off Apple Wallet ads or disable the push notifications entirely. Unfortunately, unless users are part of the iOS 26 beta, there's currently no way to opt out of offers and promotions specifically — they can only turn off notifications altogether or hide card benefits at checkout. This lack of control is a key pain point, adding to the perception that Apple is prioritizing its marketing interests over user experience.
iOS 26 Introduces a New Toggle for Apple Wallet Ads
A glimpse into Apple’s intentions comes from the iOS 26 beta, which quietly introduces a new toggle labeled “Offers & Promotions” under Apple Wallet settings. This feature allows users to finally disable promotional content — a sign that Apple may be planning to increase the frequency of such ads in the future. For now, those not on iOS 26 remain stuck with limited options. While the new toggle may address part of the concern, it also confirms what many feared: Apple is actively moving toward monetizing core iOS features as marketing channels. And it’s not the first time users have objected to Apple’s self-promotion tactics. From the persistent ads for Apple TV+ and Apple Music in Settings to the infamous U2 album forced onto users’ iTunes accounts over a decade ago, Apple has a history of using its ecosystem to push its own content — often without explicit consent.
What This Means for Apple’s Customer Experience Philosophy
This controversy highlights a growing disconnect between Apple’s premium branding and its increasing reliance on ad-like marketing tactics within core iOS apps. Customers who have long admired Apple for its user-first design and privacy-forward principles are beginning to feel that these values are being eroded. Using Apple Wallet — an app associated with security and payment — to promote a movie, no matter how well-produced or relevant to the Apple brand, crosses a line for many. The backlash also raises a broader issue about digital consent and control. If users don’t have a clear and easy way to opt out of ads in built-in apps, it challenges the very notion of ownership and autonomy over the devices they’ve purchased. For Apple, which often touts its commitment to user trust, navigating this tension between marketing and user respect will be critical going forward — especially as the company expands further into services and content.
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