This week, Apple quietly took advantage of that trust. To promote its upcoming movie release, F1: The Movie, the company sent iPhone users a push notification through the Wallet app offering $10 off two or more tickets when purchased with Apple Pay on Fandango.

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

Before its streaming debut on Apple TV+, there will be another way to watch F1: The Movie when it arrives on digital platforms. Warner Bros are distributing the movie in cinemas and, typically, their movies are available to buy or rent from around one month after their cinema release.