Apple’s move into theatrical releases just shifted gear with the global success of F1, its Formula One-inspired sports drama starring Brad Pitt and Damson Idris.
The film launched over the weekend and has already collected $144 million at the global box office — with $55 million from the US and Canada alone.
The film’s strong showing comes amid a broader conversation about Apple’s evolving entertainment ambitions, especially as its core business, the iPhone, begins to show signs of slowing.
Domestic debut crosses $55 million in first weekend
Released on Friday, F1 opened to over $55 million in ticket sales across US theatres.
The film raced ahead of major competitors including Universal Pictures’ remake of How to Train Your Dragon and Disney’s Elio, securing the top spot for the weekend.
According to distributor Warner Bros., the strong performance makes F1 one of the most successful original theatrical launches of 2025 so far.
Overseas, the film brought in another $88 million, taking the global total to $144 million within days of release.
The numbers mark a clear win for Apple’s still-nascent film studio, which has been scaling up its original productions since the Oscar-nominated Killers of the Flower Moon in 2023.
Apple leverages ecosystem to promote F1 rollout
To drive interest, Apple integrated multiple tools within its product ecosystem to create buzz.
iPhone users received push notifications offering discounted tickets.
The company also used Apple Maps to highlight real-world race tracks used during filming, and even created a custom trailer that synced with iPhone haptics to simulate the sensation of revving engines.
In terms of star power, Apple leaned heavily into appearances and public events.
Idris attended the 2025 Met Gala in racing attire, while Pitt made an unannounced visit to a Manhattan Apple Store earlier this month to promote the film.
These marketing moves created added media attention and boosted audience turnout, particularly among fans of the sport.
Film release follows underwhelming Apple developer conference
The timing of F1’s launch has attracted particular interest from analysts, as it follows the company’s June Worldwide Developers Conference.
While Apple revealed its new “Liquid Glass” software at the event, the absence of a standout AI feature disappointed markets.
The film’s commercial success may help Apple regain momentum following a muted reception from Wall Street.
Industry observers are weighing the broader implications of Apple’s theatrical ambitions.
Some analysts suggest that the company’s film initiatives could serve as a brand extension, subtly reinforcing the Apple ecosystem and enhancing user loyalty.
Others speculate it could be a long-term diversification move as iPhone sales face saturation in several key markets.
Streaming performance and future content strategy
Although Apple TV+ has posted some successes with shows like The Studio starring Seth Rogen and Severance, it continues to trail well behind dominant players such as Netflix and Amazon Prime Video.
Unlike streaming-native platforms, Apple appears to be doubling down on a hybrid content model, focusing both on theatrical releases and exclusive streaming content.
CEO Tim Cook addressed this strategy earlier in June, noting the dual objective of telling “great stories” while also ensuring commercial viability.
The approach appears to be paying off — at least for now — as F1’s box office figures indicate audience interest in Apple-backed original films, particularly those with high production values and well-known talent.
Whether the success of F1 represents a sustainable blueprint for Apple’s entertainment arm remains to be seen.
But with a $144 million haul in opening weekend, the company has shown that it can not only build devices — it can fill theatres too.
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