Apple has made a significant investment in the entertainment industry by producing an exciting Formula 1 racing movie featuring the renowned actor Brad Pitt. To ensure that its customers are aware of this venture, Apple is employing innovative marketing strategies. One such strategy includes an unusual notification that appeared in the Apple Wallet this morning, which has caught the attention of many users, including some staff members from The Verge.
The notification serves as both an advertisement and a promotional offer for the film, enticing users to take advantage of a deal on movie tickets. It reads: “Save on 2+ tickets to F1 The Movie with code APPLEPAYTEN. Ends 6/29. While supplies last. Terms apply.” This clever marketing tactic appears to be aimed at boosting ticket sales during the film's opening weekend, demonstrating Apple's commitment to making a splash in the film industry.
However, the notification has received a mixed response from the public. Many recipients have expressed their displeasure, with reports from both TechCrunch and 9to5Mac highlighting the backlash. Some users have compared this marketing approach to Apple's infamous U2 album giveaway in 2014, where the tech giant automatically added the band's album to over 500 million iTunes accounts without offering a way to remove it. This promotional blunder reportedly cost Apple over $100 million and led to the introduction of a tool that allowed users to delete the unwanted album from their libraries.
In recent years, Apple has faced criticism for employing aggressive marketing tactics. For instance, the company previously sent unsolicited push notifications to promote Carpool Karaoke, one of the first hits from its Apple TV Plus platform. Regardless of the film's quality or opinions on promotional notifications that blur the line between a useful offer and an advertisement, this latest move by Apple has been described as "aggressively thirsty."
As we move into 2025, it becomes evident that advertising is not one of Apple's strongest suits. The company's reliance on notifications to promote its products and services has often resulted in mixed reviews from users. The Verge has reached out to Apple for further clarification regarding this latest notification, and updates will be provided if more information becomes available.
