Apple has secured a much-needed victory at the box office with its latest film “F1,” which debuted on Friday. The high-octane sports drama, starring Brad Pitt and Damson Idris, has made a significant impact with its opening weekend earnings, grossing a global total of $144 million. This marks Apple’s largest theatrical release to date.
The Success of “F1” at the Box Office
“F1” earned over $55 million domestically during its opening weekend, according to Warner Bros. The film managed to outperform several competitors, including Universal Pictures’ live-action remake of How to Train Your Dragon and Disney’s Elio, securing the top spot at the box office.
Internationally, the movie earned more than $88 million, pushing its total global earnings to $144 million. This performance is a big win for Apple, especially as the company made a substantial investment in promoting the film.
Apple’s marketing efforts were designed to attract attention from its massive customer base, including iPhone users who received notifications offering discounted tickets and could use Apple Maps to explore the race tracks featured in the film.
Apple’s Marketing Strategy
Ahead of the “F1” release, Apple ramped up its promotional efforts in a big way. Special interactive elements were designed to enhance the experience for iPhone users, including a special trailer that activated the phone’s haptics to sync with the sounds of the car engines onscreen.
Additionally, Idris briefly wore an F1 driver uniform at the 2025 Met Gala in May, while Brad Pitt surprised fans with an appearance at an Apple Store in New York City earlier this month.
Apple’s push to integrate its tech products with the movie’s marketing shows the company’s innovative approach to connecting its core business—iPhones—with its growing film division.
Apple’s Film Business: A New Venture
While Apple is one of the world’s leading tech giants, its original film production efforts are still in their early stages. The company has made some high-profile moves in the entertainment industry, such as the success of Killer of the Flower Moon in 2023, but it still lags behind major studios like Paramount Pictures, Sony Pictures, and Walt Disney Studios in terms of overall market influence.
Though “F1” is a success, Apple’s film production division remains relatively new and is still finding its footing in Hollywood. The success of the movie, however, could signal a shift in the company’s future strategy as it continues to diversify its business.
The Long-Term Strategy Behind Apple’s Theatrical Releases
Business Insider’s Peter Kafka has raised questions about Apple’s long-term strategy for theatrical releases. Some speculate that the company’s movie-making efforts are primarily aimed at boosting its core business—iPhones—by creating marketing opportunities, while others believe it may be a bid to diversify as iPhone sales plateau.
Apple CEO Tim Cook has commented on the company’s focus on storytelling, stating, “We’re into it to tell great stories, and we want it to be a great business as well.”
Although Apple’s recent Worldwide Developers Conference left Wall Street analysts feeling underwhelmed—especially with the absence of a “killer” AI feature—the success of “F1” has provided some relief for Apple insiders, proving the company’s entertainment business can still generate major returns.
The success of “F1” marks a significant milestone for Apple in its ongoing push into the film industry. With a global opening of $144 million, the company has demonstrated that its entertainment division can yield impressive results, especially when combined with its vast consumer reach and innovative marketing strategies.
As Apple continues to explore its future in filmmaking, “F1” offers a strong foundation for the company’s potential growth in this space.
