Apple’s latest move has left some of its customers less than pleased. Recently, the tech giant sent out a push notification from the Apple Wallet app, promoting its original film, “F1 the Movie,” offering a $10 discount at Fandango for those purchasing two or more tickets. This unexpected marketing tactic has sparked discontent across social media.
The film, featuring Brad Pitt, dives into the thrilling world of Formula 1, using authentic Grand Prix races as backdrops. It creatively integrates Apple technology, utilizing custom-made cameras crafted from iPhone parts for filming inside race cars, and even showing Pitt’s character, F1 driver Sonny Hayes, using AirPods Max.
Despite any potential excitement about the movie, iPhone users have voiced frustration about their digital wallet being used for advertisements. A common sentiment is that premium-priced devices shouldn’t double as ad platforms.
One Reddit user expressed dissatisfaction, stating, “I did not pay over $1000 for an iPhone to get advertised at.” Another user sought advice on disabling these ads, which isn’t entirely possible on the current iOS release. The upcoming iOS 26 beta does, however, introduce an option to turn off “Offers & Promotions” in Apple Wallet—an indication that more such marketing could be on the horizon, much to the dismay of users.
This isn’t the first time Apple’s promotional tactics have irked customers. Many still remember the backlash from the unsolicited U2 album download into iTunes over a decade ago. The similarity hasn’t gone unnoticed, with one user quipping about getting “Bono flashbacks.”
Apple has been aggressively marketing the F1 film alongside Warner Bros., even showcasing a haptic trailer with vibration feedback. The film was prominently featured in Apple’s recent WWDC 2025 keynote, with CEO Tim Cook and SVP Craig Federighi participating in a race car-themed presentation.
Efforts to reach Apple for comments on this marketing strategy have yet to yield a response.
