However, following the release of the advert, the retailer has quashed the rumours and revealed exactly what Elton requested be done with his fee.
Many users said the ad is too Elton John marketing heavy, especially considering he is about to embark on his "final" world tour 'Yellow Brick Road'. They've produced some truly heartwarming adverts over the years, check out some of the best John Lewis Christmas adverts.
The John Lewis advert launched this morning but has been teased throughout the week, and you probably didn't have a clue.
He can be seen at various points throughout his career: in the school recital, at the local pub and performing to a packed stadium. That some presents are more than just a gift.
"It's been a lovely opportunity for me to reflect on my life in music and the incredible journey I have been on, and how first playing my grandmother's piano marks the moment when music came into my life".
One said: "canny believe I'm saying this but The John Lewis advert is legit the least Christmassy thing I've ever seen it's just an advert for Elton johns new film?" "I hope audiences will watch this and really enjoy the national treasure that is Elton John".
"That's the magical feeling we wanted to bring to life this year".
Which is why John Lewis' annual yuletide offering is also the most heavily-guarded secret in the biz, with the store taking extraordinary measures to make sure even the slightest details aren't leaked to the press; although, this year some Scrooge spilled all about Sir Elton John's appearance way back in September.
The John Lewis adverts have become as much a signal that Christmas is coming as the Coca Cola truck adverts.