Apple has given iPhone users the option to turn off promotional notifications in the Apple Wallet app in the iOS 26 Developer Beta. The change has drawn attention following the intense backlash following the company’s aggressive promotion of its own film, “F1 the Movie.”

iPhone users rebel: “We don’t have to see ads”

Apple’s original film “F1 the Movie” focuses on the world of Formula 1 and stars Brad Pitt. The film was shot during real Grand Prix races and also shows Apple technology being used on the track.

In-car footage in the film is recorded with special cameras taken with the iPhone, and Pitt’s F1 driver Sonny Hayes is shown sleeping with his AirPods Max headphones. However, Apple’s attempt to promote the film to iPhone users via the Wallet app has been met with intense criticism, especially in the US, on social media platforms.

The notifications offering $10 discounts on movie tickets via the Fandango app have been met with backlash after users were sent without any approval. On Reddit, users criticized the display of such ads on their devices and made comments such as “I don’t want to see ads on a phone I paid over $1000 for.”

Thanks to the new setting that was noticed after these reactions, iOS 26 Developer Beta users can turn off the “Offers & Promotions” setting in Apple Wallet. To do this, simply tap on the three-dot icon at the top right of the Wallet app, enter the “Notifications” section, and disable the relevant switch here.

Thus, special offers and discounts from Apple or its partners will no longer be displayed. This setting is only accessible on devices using the iOS 26 Developer Beta version.

This option will be available for non-developer users with the stable release of iOS 26 expected in September. Apple also includes the explanation “Wallet shows special offers and discounts from Apple or its partners” under this new setting.

Apple attaches great importance to the promotion of “F1 the Movie.” The film was introduced at the WWDC 2025 keynote event held earlier this month, and previewed with fictional roles of Apple CEO Tim Cook and software engineering manager Craig Federighi. This new notification control, which comes with iOS 26, now allows iPhone users to block such content if they wish.