iPhone users are saying they “hate” it that Apple is pushing ads for its new film F1: The Movie. Apple has apparently been sending out push notifications via the Apple Wallet app to iPhone users in the US. The alert highlights a limited-time Apple Pay offer from a ticketing company giving a discount on two tickets for Apple’s latest film.
A user commented that “as far as I can tell, Apple is now just sending me ads to my screen now as push notifications, something I hate with an absolute passion and disable across the board in every app that tries this. This is just so not cool. I don't see a clear way to stop this, short of completely disabling notifications in Apple Wallet, something I'd rather avoid.”
The user also points out that push notifications are being sent out to users regardless of whether they have the ticketing app on their phone. Tapping on the notification opens a regular ad in Apple Wallet.
More importantly, Apple seems to be violating its own App Store guidelines by sending out these notifications. The guidelines clearly state that push notifications shouldn't be used for advertising unless users have specifically agreed to receive them. The rule says that push notifications should not be used for promotions or direct marketing unless customers have explicitly opted in to receive them and have an option to opt out.
This could be something Apple wants to try for its original Apple TV content, like the F1 movie. The iOS 26 beta shows that there is going to be an Offers & Promotions toggle added to the Wallet app, which will let users opt in or out of receiving special offers and discounts. This means users won’t have to disable notifications entirely, just the promotional content.
Earlier this month, Apple dropped the adrenaline-pumping trailer for F1: The Movie, starring Brad Pitt and produced in collaboration with F1 icon Lewis Hamilton. One of the highlights for iPhone users was the “haptic trailer.” This version of the trailer synced subtle vibrations with key moments in the footage, allowing viewers to feel the roar of engines, gear shifts, and collisions through their device—a clever showcase of Apple’s Taptic Engine.
