Apple has recently sparked controversy by sending promotional push notifications to iPhone users through the Wallet app. This notification advertised a limited-time discount on movie tickets for Apple’s upcoming film, “F1: The Movie,” available through the ticket vendor Fandango.
The move has not been well received by many users. A considerable number of people across various online platforms, including the MacRumors Forums and social media, have voiced their frustration about these unsolicited advertisements.
One user expressed their discontent, stating that Apple has begun sending ads as notifications, which they find particularly intrusive. Many users rely on the Wallet app for essential financial management, making it difficult to disable notifications without losing access to crucial information.
Critics also highlight that Apple’s approach appears to violate established guidelines regarding push notifications. According to Apple’s App Store policies, such notifications should not serve promotional purposes unless users have explicitly opted in to receive them.
This has raised concerns about user consent and the integrity of app notifications. Despite the backlash, Apple continues to promote “F1: The Movie,” which is set to release in theaters on June 25 in Europe and June 27 in the U.S. and Canada.
However, as users express their disappointment, it seems that the promotional strategy might have crossed a line. There is a slight silver lining, as the recent iOS 26 beta introduces a new “Offers & Promotions” toggle within the Wallet app.
This feature allows users to manage whether they want to receive special offers and discounts from Apple and its partners. Unfortunately, this option does not extend to users on iOS 18, leading many to feel that they did not consent to receive the push notification ads.
The mixed reactions highlight a significant disconnect between Apple’s marketing strategies and user expectations.
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