Apple has recently come under scrutiny for utilizing its Wallet app to promote the upcoming film F1: The Movie, starring Brad Pitt. On June 24, 2025, numerous iPhone users in the United States reported receiving an unexpected push notification stating, Save on 2+ tickets to F1 The Movie with APPLEPAYTEN. Ends 6/29. This alert directed users to a Fandango link offering a discount on opening-weekend tickets when using Apple Pay.
This promotional strategy has raised concerns regarding Apple’s adherence to its own App Store Review Guidelines. These guidelines explicitly prohibit developers from sending promotional push notifications unless users have explicitly opted in and are provided with an option to opt out within the app. In this instance, users did not encounter any consent prompt, and the Wallet app lacks a specific setting to disable such promotional messages in the current iOS version. Consequently, many perceive this move as a double standard, suggesting that Apple is not abiding by the same rules it enforces on third-party developers.
In response to the backlash, Apple has introduced a partial solution in the latest iOS 26 beta, which includes an Offers & Promotions toggle within the Wallet app. This feature allows users to block similar marketing notifications in the future. However, this update is currently only available to beta testers, leaving the majority of users on iOS 18 without a means to prevent such unsolicited promotions unless they disable Wallet notifications entirely—a less than ideal solution for those who rely on the app for essential services like Apple Pay and travel information.
This incident has also rekindled memories of previous marketing missteps by Apple. Notably, in 2014, the company faced criticism for automatically adding U2’s album to users’ iTunes libraries without consent. Similarly, in 2017, Apple sent Carpool Karaoke notifications through its News and TV apps, which were perceived as intrusive. Both instances required Apple to engage in damage control to address user dissatisfaction.
Apple’s significant investment in F1: The Movie underscores its commitment to the project. The film, featuring on-track filming during Grand Prix events and a reported production budget of $130 million, is set to premiere on June 25 in Europe and June 27 in North America. While Apple aims to maximize the film’s success, the recent Wallet app promotion may have inadvertently strained its relationship with users, especially as the company faces ongoing scrutiny over its control of the iOS ecosystem and built-in applications.
As of now, Apple has not provided an official response regarding whether the push notification violated its guidelines or if similar promotional strategies are planned for the future. This situation highlights the delicate balance Apple must maintain between promoting its services and respecting user preferences, particularly when utilizing system applications that users depend on for critical information.
