Did Apple Just Break Its Own Privacy Promise?
Apple used the Wallet app to promote F1 movie, and users weren’t happy. It felt like a breach of trust. Here’s what happened and what you should learn from it.
Hey hey,
We all know Apple is popular for its clean design and great products.
That’s why millions of people trust Apple. And that’s exactly why this story matters.
Recently, Apple sent a notification, not through email or social media, but through the Apple Wallet app. And it wasn’t about payment or boarding passes.
It was a promotional notification promoting F1: The Movie.
Yes, the same app you count on for boarding passes, payments, and IDs.
It felt personal. And not in a good way.
A tiny movie promotion. Yet it sparked a huge backlash. People were upset.
Tech experts called it a mistake. Apple, long seen as the brand you can trust, suddenly felt like just another ad-driven company.
If you build products, this story is crucial.
Not just because Apple did it, but because of what it teaches us about trust, timing, and the high cost of breaking a promise.
Why Apple Wallet Feels So Personal
Apple Wallet is like your actual wallet - the one you keep in your pocket or bag. It holds the important stuff, such as money, tickets, and IDs.
You open it when you need to pay, travel, or show something official.
And you expect it to work fast, clean, and without surprises.
That makes Apple Wallet feel special. It’s quiet. It does its job in the background. It doesn’t try to grab your attention.
And that’s why people trust it. Also, Apple made it.
And for years, Apple has told us one thing clearly:
We don’t sell your attention. You are the customer, not the product.
That’s a big reason people pay extra for Apple products.
They want tools that respect their time, space, and privacy.
So when Apple used the Wallet app to send an F1 movie promo, it felt like a broken promise, like someone slipping a flyer into your wallet without asking.
It wasn’t just annoying. It felt like Apple stopped following its own rules.
And when that happens, trust disappears fast.
What Exactly Happened?
On June 24, 2025, US iPhone users received a non-typical Wallet push notification.
Yet, it looked like a normal Wallet alert.
You could tap it and add what looked like a pass to your Wallet. It wasn’t a boarding pass or ticket, but a promo card with a QR code and the offer.
It was offering $10 off two Fandango tickets to see F1: The Movie, which was released in movie theaters on June 27.
And if you added it to your Wallet, you would receive another notification when the movie came out. It was a better idea from a tech point of view.
Apple used the Wallet app like a tiny billboard for its movie.
But from a user's point of view, it felt sneaky. People expect to see serious stuff in Wallet, such as boarding passes, credit cards, and IDs.
Apple broke something even more crucial beyond the rules:
The invisible promise of trust.
They used a quiet, personal space to shout about something users didn’t ask for.
And for many people, that felt like a big deal.
What Was the Product Team Thinking?
Apple had a clear goal.
Get more people to watch F1, their new Apple TV+ movie.
To do this, the team used its ecosystem. Apple controls the hardware, the software, and many of the apps people use every day.
That means they can promote one product inside another.
This type of cross-promotion works better. For example, when someone sets up AirPods, Apple might suggest trying Apple Music.
That feels natural and helpful.
But this time, they picked the wrong place. They used Apple Wallet, an app people see as private, serious, and crucial, to send out a movie ad.
It wasn’t just a banner or a suggestion. But it came as an actual movie ticket. It was creative from a technical side. But it was risky from a product side.
Because they focused on numbers like:
How many people saw the notification
How many added the pass
How many played the trailer
But didn't care about how that made users feel. Using it for a promotion felt like breaking the rules, even if they didn't break actual rules.
This move showed a gap between business goals and user trust.
When product teams chase quick wins and ignore long-term impact, they risk damaging the very thing that makes the product valuable.
And that’s what happened here.
What Happened Next
Within hours of getting the notification, users started posting online: ”Apple not living up to its own guidelines”, “spam from Apple…”, “..the team should be fired..” and much more.
The larger problem here is that users have started questioning the same values that Apple stands for. And..
Once a user loses trust, they don’t just feel annoyed but take action.
They change settings. They shut you off.
And when that happens, even important messages get ignored.
Soon, news outlets echoed the sentiment. Headlines included:
Also Read: Apple iPad Pro’s Crush Controversy Ad
In just one day, what began as a small, movie-related push turned into a headline-making trust crisis. Users felt that a private, safe space was hijacked for marketing.
And they made their dissatisfaction heard.
3 Simple Lessons for Product Managers
1. Know What Parts of Your Product Are "Sacred"
Some features in your app are personal.
Users want those areas to be clean, private, and ad-free.
In a banking app? It’s the list of transactions.
In a chat app? It’s your private messages.
In Apple’s case? It’s the Wallet app.
If users trust a space, don’t mess with it.
Try this instead. Sit down with your team.
Ask: Which part of our app is most personal to users?
Mark those areas as no-go zones for promotions or growth tricks.
2. Push Notifications Are Powerful. Don’t Waste Them.
Notifications can reach users anytime. That’s powerful.
But it also means you can annoy them anytime.
Every time you send a notification, ask:
Who is this for... the user or the business?
Is it helpful? Is it urgent?
Does the sender's name match the message?
If you can’t say yes to all these, don’t send it. Make a “Notification Rulebook” with your team. Only send what’s useful and expected.
3. Smart Cross-Promotion Needs 3 Things
It’s fine to promote one product inside another.
Apple does this a lot. But how you do it matters.
Context: Is this the right time and place? (Wallet = wrong place)
Value: Does it help the user? (A surprise movie ad = no real value)
Control: Can users easily dismiss it? (This ad felt sneaky)
If even one of these is missing, it feels pushy.
Do the CVC Test before your next promo. Right context? Real value? Clear control?
If not, skip it. Bad promos lose trust fast.
The Bottom Line
Apple didn’t break anything with this ad. But they broke trust.
They used a quiet, private tool to yell, “Watch my movie!”
And users noticed. Loud and clear.
As product builders, our job isn’t just to ship features or hit numbers.
It’s to build trust. And to protect the spaces our users count on.
Let’s not forget that.
That’s it for today.
See you in the next edition,
Sid.