Apple teases F1 movie with playful Wallet notification
▼ Summary
– Apple sent an unusual Apple Wallet notification promoting its Formula 1 movie, “F1,” offering a discount code for tickets via Fandango.
– The notification aimed to boost the film’s opening weekend by enticing users with a limited-time deal.
– Many recipients criticized the move, comparing it to Apple’s past promotional missteps like the forced U2 album download in 2014.
– Apple has a history of aggressive promotions, including unwanted push notifications for shows like “Carpool Karaoke.”
– Critics argue that ads remain a weak spot for Apple in 2025, despite the company’s efforts to push its content.
Apple is pulling out all the stops to promote its upcoming Formula 1 racing film starring Brad Pitt, even tapping into its Wallet app for an unexpected marketing push. Many iPhone users, including several Verge employees, woke up to a surprising notification offering discounted movie tickets through Fandango. The message read: “Save on 2+ tickets to F1 The Movie with APPLEPAYTEN. Ends 6/29. While supplies last. Terms apply.”
This bold promotional tactic appears aimed at boosting opening weekend attendance for the high-budget production. While some might appreciate the discount, others found the unsolicited alert intrusive, drawing comparisons to Apple’s past marketing missteps.
The move echoes Apple’s infamous 2014 U2 album giveaway, which forcibly added the band’s new release to millions of iTunes libraries without consent. That stunt backfired spectacularly, costing the company over $100 million in reputational damage and prompting the creation of a removal tool. More recently, Apple faced backlash for aggressively pushing notifications about Carpool Karaoke, one of its early Apple TV+ successes.
Whether the F1 film delivers on its promise remains to be seen, but Apple’s marketing strategy is already sparking debate. The company has yet to comment on whether this Wallet notification was a targeted test or a broader campaign. For now, it’s clear that even tech giants sometimes struggle to balance promotion with user experience.
(Source: The Verge)
