However well-received the film may be, iPhone users don't necessarily want their built-in utilities, like their digital wallet, marketing to them.

Apple poured some good money into making F1 – a Formula 1 racing movie starring Brad Pitt – and it wants its customers to know that. To that end, many people, including some Verge staffers, noticed an unusual Apple Wallet notification this morning that’s both an advertisement and promotion for the film.