Imagine opening your iPhone’s Wallet app to check your credit card or boarding pass, only to be greeted by a push notification promoting a movie. That’s exactly what happened to many iPhone users in the U.S. on June 24, 2025, when Apple sent out an advertisement for its new film, F1: The Movie, offering a $10 discount on Fandango tickets. While the film, starring Brad Pitt and showcasing Apple’s technology, may be a cinematic triumph, the decision to use the Wallet app as a marketing tool has ignited a firestorm of criticism. iPhone users, accustomed to Apple’s privacy-first ethos, are crying foul, likening this move to the infamous 2014 U2 album debacle. This article explores the Apple Wallet ad backlash, its implications for user trust, and what it means for Apple’s future.
The F1 Movie Ad: What Happened?
A Promotional Push That Missed the Mark
On June 24, 2025, an unspecified number of iPhone users received a push notification from the Wallet app, advertising F1: The Movie, a Formula 1 feature film produced in part by Apple. The notification offered a $10 discount for purchasing two or more tickets through Fandango using Apple Pay, with the promo code “APPLEPAYTEN.” The film, set to hit theaters in Europe on June 25 and in the U.S. and Canada on June 27, was heavily promoted at Apple’s WWDC 2025 keynote, even featuring CEO Tim Cook and SVP Craig Federighi in a playful race car driver cameo.
While the movie itself has generated buzz, the decision to push this ad through the Wallet app—a utility meant for secure financial transactions—struck a nerve. Social media platforms like X, Reddit, and MacRumors forums lit up with complaints, with users calling the move “intrusive” and “a new low” for Apple.
Why the Wallet App?
The Wallet app is a cornerstone of Apple’s ecosystem, used for storing payment methods, boarding passes, and, more recently, digital IDs like passports. Its role as a secure, functional tool makes it an unlikely candidate for marketing. Yet, Apple’s choice to use it for promoting F1: The Movie suggests a strategic shift. The film prominently features Apple technology, from iPhone-based cameras used for filming to AirPods Max worn by Brad Pitt’s character. By leveraging the Wallet app, Apple likely aimed to maximize visibility for its cinematic venture, but the move backfired.
User Reactions: A Chorus of Discontent
Social Media Outcry
The Apple Wallet ad backlash erupted across platforms:
-
Reddit: Users like u/captain42d vented, “I did not pay over $1000 for an iPhone to get advertised at.” Another thread on r/apple, with over 1,100 votes and 253 comments, compared the ad to Apple’s 2014 stunt of auto-downloading U2’s Songs of Innocence album to users’ iTunes libraries.
-
X: Posts like one from @johnvezmar drew parallels to the U2 incident, stating, “All these F1 movie notifications from Apple is the equivalent of when they put that U2 album on everyone’s iTunes back in the day no one asked for.”
-
MacRumors Forums: One user lamented, “Apple is now just sending me ads to my screen now as push notifications, something I hate with an absolute passion.”
Privacy Concerns Take Center Stage
The backlash isn’t just about annoyance—it’s about trust. Apple has long positioned itself as a champion of user privacy, with slogans like “Privacy. That’s iPhone.” Yet, this ad violated Apple’s own App Store guidelines, which state that push notifications should not be used for promotions unless users explicitly opt in. Many users reported that they hadn’t consented to such notifications, raising questions about Apple’s adherence to its own rules. As one Reddit user noted, “Wallet does not have permission for such notifications, and this should have been blocked by the privacy system.”
Apple’s Response and the iOS 26 Fix
A New Toggle in the Works
In response to the Apple Wallet ad backlash, Apple appears to be course-correcting. The iOS 26 beta, unveiled at WWDC 2025, includes a new “Offers & Promotions” toggle in the Wallet app, allowing users to opt out of marketing messages. This feature, not available in iOS 18, suggests Apple anticipates more promotions through Wallet in the future—a prospect that worries users. For now, those not on the beta can only disable all Wallet notifications, which isn’t ideal for those relying on the app for payments or travel.
Silence from Cupertino
Apple has not publicly commented on the backlash, despite outreach from outlets like TechCrunch and The Verge. This silence contrasts with the company’s proactive promotion of F1: The Movie, which included a haptic trailer and WWDC keynote spotlight. The lack of response has fueled speculation that Apple underestimated the negative reaction or is testing the waters for more aggressive marketing tactics.
The Bigger Picture: Apple’s Evolving Strategy
From Privacy Champion to Ad Pusher?
Apple’s foray into advertising isn’t new. The company has increasingly integrated promotions into its ecosystem, from Apple News to the App Store. A 2024 report from Statista noted that Apple’s advertising revenue reached $7 billion, a figure expected to grow as the company expands its services. However, using a utility like Wallet crosses a line for many users, who see it as a betrayal of Apple’s privacy-first promise.
The U2 Album Flashback
The Apple Wallet ad backlash has drawn inevitable comparisons to the 2014 U2 album incident, where Apple auto-downloaded Songs of Innocence to millions of iTunes accounts. The move, intended as a free gift, was widely criticized as intrusive, with users feeling their devices were hijacked. The current backlash suggests Apple hasn’t fully learned from that misstep, as users again feel their personal space has been invaded.
What’s Next for Apple and Its Users?
Balancing Innovation and Trust
Apple’s investment in F1: The Movie is part of its broader push into entertainment, with Apple TV+ hosting the film alongside its theatrical release. The company’s use of innovative technology, like iPhone-based cameras, underscores its ambition to blend hardware and content creation. However, the Wallet ad controversy highlights the delicate balance Apple must strike between innovation and respecting user boundaries.
User Empowerment in iOS 26
The introduction of the “Offers & Promotions” toggle in iOS 26 is a step toward transparency, but it’s only available in beta. Users on iOS 18 are left with limited options, prompting some to disable Wallet notifications entirely—a workaround that sacrifices functionality for peace of mind.
FAQ: Addressing Common Questions
Why did Apple send an ad through the Wallet app?
Apple used the Wallet app to promote F1: The Movie, a film it co-produced, offering a $10 Fandango discount. The move aimed to boost the movie’s opening weekend but sparked backlash for being intrusive.
Can I turn off Wallet app promotions?
In iOS 18, users can only disable all Wallet notifications. The iOS 26 beta introduces an “Offers & Promotions” toggle to opt out of marketing messages specifically.
Is this the first time Apple has pushed ads like this?
No, Apple has faced similar criticism, notably in 2014 when it auto-downloaded a U2 album to iTunes accounts. The Wallet ad is seen as a new low due to the app’s sensitive nature.
Does Apple’s ad violate its own policies?
Yes, Apple’s App Store guidelines prohibit push notifications for promotions without explicit user consent, which many users claim they didn’t provide.
Will Apple push more ads through Wallet?
The iOS 26 toggle suggests Apple may plan more Wallet-based promotions, though user backlash could influence future decisions.
A Wake-Up Call for Apple
The Apple Wallet ad backlash underscores a growing tension between Apple’s business ambitions and its commitment to user privacy. While F1: The Movie may be a showcase of Apple’s technological prowess, using the Wallet app as a marketing channel has alienated users who value the app’s security and simplicity. The introduction of an opt-out toggle in iOS 26 is a promising fix, but Apple’s silence and the precedent set by this incident raise concerns about future overreaches. As Apple navigates its dual role as a tech giant and content creator, it must tread carefully to maintain the trust of its 1.5 billion active device users. For now, iPhone users are left hoping that their Wallet app remains a tool for transactions, not a platform for promotions.
