- Apple sent notifications promoting 'F1: The Movie' from the Wallet app, generating numerous complaints from iPhone users about intrusive advertising.
- The advertising tactic was perceived as an invasion of a space dedicated to financial and personal data management.
- The iOS 26 beta introduces a new option to disable promotional notifications only in Wallet, although it's only available to some users for now.
- The debate over limits on advertising in system apps reopens the dilemma between monetization and a premium experience on Apple devices.
An unexpected promotional announcement has put Apple's Wallet app at the center of debate. Thousands of iPhone users in the United States and other regions have received a push notification directly from Wallet in the last few days, offering them a special discount for the purchase of movie tickets from 'F1: The Movie' , Apple's latest blockbuster starring Brad Pitt. This publicity stunt has generated a flood of criticism and a wide Debate on the limits of marketing on Apple devices and respect for user privacy.
The general reaction has been one of anger and surprise. , especially since Wallet is a key app for managing cards, bills, IDs and other sensitive data, usually kept away from commercial promotions. Users on forums like Reddit, MacRumors or X have expressed that They didn't expect to see ads in a digital space reserved for financial matters. , especially after shelling out over a thousand dollars for a device that promised a premium experience without commercial interruptions.
A very controversial advertising method.
The notification in question offers a $10 discount when purchasing two or more tickets. for the film's premiere through Fandango, using the code APPLEPAYTEN. Although it was a limited offer, the channel used—the Wallet app—has been deemed inappropriate by users, who see this as a intrusion into your privacy and a violation of Apple's own rules on push notifications.
The App Store guidelines are very clear: push notifications should not be used for marketing without explicit consent and should always include an option to stop receiving them. Many consider ironic that Apple itself , which requires developers to comply with these principles, has ignored in its own application .
The parallel with the famous U2 album case in 2014—when Apple gave away the album to millions of iTunes accounts without permission—saw immediately. Then, the The company had to launch a tool to remove content in the face of an avalanche of criticism. The current episode has rekindled old tensions about the control that the brand exercises over its ecosystems and the decision-making capacity of users in the face of unsolicited commercial actions.
F1: The Movie and Apple's technological integration
The F1 movie is not only relevant because of the controversy , but also for its ambitious production: filmed during real races and with the participation of drivers and Apple technology installed in the cars, it seeks to showcase the company's innovative capacity. The presence of star products such as the AirPods Max or custom cameras reinforce the technological link on the big screen. However, the promotion strategy has ended to overshadow the appeal that the film could have among the brand's loyal fans.
Apple's response and changes in iOS 26
The protests have had an effect and Apple has moved quickly. The latest beta of iOS 26 now includes the option to disable only "Deals and Promotions" notifications in the Wallet app. To find it, simply access Wallet, tap the three-dot icon, go to Notifications, and uncheck the corresponding option. This feature, however, is only available to users who have installed the preview version of the system and won't be available to those using iOS 18 until September.
For all those with older versions, the only alternative for now remains completely disable Wallet notifications , a measure that many consider excessive and impractical, since they would stop receiving important notifications related to payments or cards.
This episode has brought to the fore the delicate question of the balance between monetization and user experience in the tech world. Apple is looking to New sources of income in a context of declining sales, but faces a user base that associates the brand with the privacy and the absence of intrusive advertising The company has reacted quickly, although it remains to be seen whether these types of campaigns will become commonplace or mark a turning point in marketing management within its official apps.
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