Apple has begun inserting promotional banners for its own services into iOS, sparking widespread user frustration. According to TechRadar, the ‘ads’ appear in the Settings app and promote paid services like iCloud+ storage, free trials for Apple Music and Apple TV, and the AppleCare+ extended warranty.
The promotions are particularly frustrating because they often lack a dismiss button, forcing users to either wait weeks or months for them to expire—leaving a persistent notification badge on the Settings app in the meantime—or subscribe to the promoted service. Some users have reported that when a dismiss option does exist, it doesn’t function properly.
The timing of these prompts coincides with Apple’s recent product launches, including the iPhone 18 Pro range. Many of the ads, such as Apple Music offers, appear after users purchase new Apple devices, leading to complaints that the company is “nickel and diming” customers who have already paid premium prices for hardware.
User reactions have been swift and negative. On social media and Reddit, iPhone owners have expressed frustration, with one user comparing the practice to Microsoft’s controversial Start menu ads. The backlash reflects a broader concern that the promotional strategy conflicts with Apple’s long-standing positioning as a premium company where user experience is paramount.
Apple’s increasing emphasis on services represents a strategic shift driven by limited smartphone market growth. The company has been pushing iCloud+, Apple Music, Apple TV, and AppleCare+ as core business areas. However, according to the source, there is speculation that at least some ads—particularly for iCloud+—may be appearing as bugs, since some users already subscribed to the service continue seeing promotional messages for it.
Whether Apple will address these ads remains uncertain. With the company planning further ads for features like Visual Intelligence, the services push shows no signs of slowing, suggesting users may see more promotional content in iOS going forward.
Key facts
- Apple is displaying promotional banners for iCloud+, Apple Music, Apple TV, and AppleCare+ in the iOS Settings app
- Many promotions cannot be dismissed and persist for weeks or months, leaving notification badges on the Settings app
- Users can only remove the ads by waiting for expiration or subscribing to the promoted services
- The ads often appear after purchasing new Apple products, like the recent iPhone 18 Pro range
- Some users report the dismiss function does not work when available
- There is speculation that at least some ads may be appearing due to bugs, as some users see iCloud+ promotions despite already being subscribed
- Apple plans additional ads for features like Visual Intelligence