Apple Promotes F1 Movie with Apple Wallet Notifications

Apple has invested significantly in the production of F1, a Formula 1 racing movie featuring Brad Pitt, and is keen to promote it to its customers. This morning, many users, including some staff members from The Verge, received an unusual notification through Apple Wallet that serves both as an advertisement and a promotion for the film.

The notification encourages users to save on movie tickets via Fandango by using a promotional code. The message reads: “Save on 2+ tickets to F1 The Movie with APPLEPAYTEN. Ends 6/29. While supplies last. Terms apply.” This strategy appears to be aimed at boosting the film’s opening weekend by enticing users with a discount.

This notification has sparked criticism among recipients, as noted by both TechCrunch and 9to5Mac. Many users have drawn comparisons to Apple’s controversial U2 incident in 2014, where the company automatically added the band’s new album to over 500 million iTunes accounts without an option to remove it. This promotional misstep reportedly cost Apple more than $100 million. Following the backlash, Apple introduced a feature released a tool that allowed users to delete the album from their libraries. More recently, Apple has also promoted sent unwanted push notifications to promote Carpool Karaoke, one of its first hits on Apple TV Plus.

Regardless of the film’s reception or individual opinions on notifications that blur the line between a useful offer and an advertisement, the approach taken by Apple has been described as overly aggressive. Ads continue to not be Apple’s strongest suit in 2025. The Verge has reached out to Apple for further clarification regarding this notification and will provide updates if a response is received.