How to turn off ads in Apple Wallet
It was bound to happen at some point.
Recently, reports have come out that Apple has started to implement ads into Apple Wallet, mainly in the form of promotions and special offers, like ones to see F1 the Movie a few months ago. This has angered many people, especially given the attitude and implied position that Apple holds that ads should not be in their software given their polish, quality and just how messy ads can be. However, recently, Apple has given more thought, according to reports, of implementing ads in Apple Maps and other ads and it seems as though Apple Wallet is not spared from this.
Thankfully, there is a way to turn these ads off. The special promotions and ads can be turned off by going to the main menu of the Wallet app > tap 3-dots icon in the top right corner > Select Notifications > Toggle off Offers & Promotions. This whole situation gives pause to why Apple is suddenly, it feels like, adding ads into their software that has been, for so many years, ad-free? The polish that users know and love is being somewhat challenged through these ads, especially given how much Apple makes back on services like iCloud, Apple Music, and Apple One.
Well, it could be due to a number of factors, one of which is that Apple is not the same company that it used to be. It is in stark contrast to what it was during the Steve Jobs era, and even in the years prior before the thought of Tim Cook's departure. Another factor could be related to the fact that, while Apple is a large and profitable company, their net profit margin is still around 27%, which is less than Google at roughly 33%, and significantly less than NVIDIA, which is hovering around 53% (they are similarly sized – $3 trillion for Apple, $4-5 trillion, but NVIDIA is making much more net profit from AI services and hardware currently). The focus, currently, may be more focused on increasing the profit margin and ads may be the best way to do so.
Either way, it is annoying that Apple is including some ads in their apps like Apple Wallet, but hopefully the options to remove them will stay. We will have to wait and see what Apple does soon.
