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Is Brad Pitt’s ‘F1’ just the beginning of Apple’s bold new movie strategy or is it a one-hit wonder?

Can Apple’s surprise box office hit 'F1' fuel its long-term dominance in Hollywood?

Dr. Rahul Bhagabati by Dr. Rahul Bhagabati
June 30, 2025 11:33PM EDT
Reading Time: 5 mins read
Will 'F1' shift Apple from tech giant to cinematic powerhouse?

Brad Pitt in 'F1: The Movie'. Image Credit: Warner Bros.

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What's Inside?

  • Apple’s “F1” shattered box office expectations with a $144 million global debut, marking its most successful theatrical release to date.
  • The film’s success has reignited Apple’s confidence in theatrical ventures, potentially shifting its strategy away from streaming-only releases and niche projects.
  • While speculation around Apple acquiring a major studio continues, CEO Tim Cook maintains the company prefers passion-driven storytelling over fast-track expansion.

Where tech giants are vying for space in the entertainment industry, Apple may have finally found its silver screen stride. With F1, a high-octane drama led by Brad Pitt, the company has scored its first true theatrical triumph. The film roared into theaters with a $144 million global debut, marking Apple’s most successful film launch ever and Pitt’s biggest career opener. After years of big-budget flops and quiet reconsideration of its cinematic future, Apple may have just crossed a critical finish line. But the question now is—what’s next?

Apple’s long-awaited win with F1: More than just a movie

Apple’s ‘F1’ success
Apple’s ‘F1’ Movie breaks records. Image Credit: Warner Bros.

Apple has spent years pouring billions into the movie business, yet had little to show for it—until now. F1: The Movie not only raced to the top of the U.S. box office with $55.6 million in its first weekend but also pulled in $88.4 million internationally. That staggering total of $144 million makes it the biggest Apple Original film to date. More significantly, it beat out every other opening in Brad Pitt’s storied career.

This is a monumental moment for the tech titan, especially considering the uneven performance of previous Apple-backed projects. Films like Napoleon, Fly Me to the Moon, and even Martin Scorsese’s Killers of the Flower Moon failed to spark significant commercial success. According to insiders, if F1 had underperformed, Apple may have pivoted more aggressively toward television, leaning on its hits like Ted Lasso and Severance instead.

But the success of F1 has bought Apple something more important than box office clout—it has given them cultural momentum. “‘F1’ is going to be Apple’s biggest release at the box office by far,” said David A. Gross of FranchiseRe. “This film looks like the successful business model Apple has envisioned and wanted to execute for several years.”

Has Apple finally cracked the movie business with F1?

What does Apple’s ‘F1’ success really mean for them?
F1 movie. Image Credit: Warner Bros.

Apple now faces a strategic fork in the road: go all-in on theatrical releases, cherry-pick a few prestige projects, or double down on streaming?

The full theatrical route would mean building a massive in-house distribution team akin to Disney or Universal—a path not easily justified with only a handful of films per year. While Apple’s $3 trillion market cap makes anything financially possible, the company is known for calculated, not reckless, moves. For now, this option feels unlikely.

The more realistic short-term approach? Selective passion projects. Apple has demonstrated it’s willing to spend big to get top-tier talent, and aligning with creators who bring Apple’s values to life makes sense. “We make tools for creative people to empower them,” Tim Cook noted recently. “To bring something to life that would be authentic to the sport, that would tell a great story as well about the ups and downs of life — F1 hit on all the things.”

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This strategy allows Apple to maintain creative control, utilize its innovative tech (some F1 scenes were shot using iPhone camera technology), and avoid the intense scrutiny of box office failures. However, relying on other studios for distribution—while splitting marketing costs—poses a risk. If these films fail, partners lose money, and enthusiasm wanes. That’s already happened with flops like Argylle and Fly Me to the Moon.

Streaming-only releases, similar to Netflix’s model, remain an option, especially for prestige projects like CODA, which earned Apple a Best Picture Oscar. But a full retreat into streaming may not sit well with directors who demand a theatrical experience, and may cost Apple the cultural spotlight it now enjoys thanks to F1.

Can Apple maintain its box office momentum after the roaring success of F1?

Can Apple deliver another box office hit — or will ‘F1’ be a high-speed fluke?
Brad Pitt in F1: The Movie. Image Credit: Apple Original Films

There’s always the wildcard: acquisition. With billions in cash, Apple could theoretically buy a major Hollywood player—something industry watchers have speculated about for years. While the Disney rumor swirls eternally, other studios like Lionsgate or even Warner Bros. might present more practical opportunities.

Acquiring a studio would give Apple access to intellectual property, film libraries, and built-in distribution networks. However, Cook has made it clear that this isn’t the Apple way. “I know that’s a faster way into the business, but it didn’t feel like Apple at the end of the day,” he told Variety. “Apple should have something that we pour our passion into.”

The downside? Mergers come with bureaucracy, legacy issues, and the kind of Hollywood baggage Apple has long tried to avoid.

A lot can change in 10 seconds. ⏱️ #F1TheMovie is the #1 Movie in the World! Experience the thrill NOW PLAYING only in theaters – get tickets now! https://t.co/yJo4JEMoa4 pic.twitter.com/ouA5gzJdQf

— F1 Movie (@F1Movie) June 30, 2025

F1 might just be the game-changer Apple needed. Whether it sparks a full-speed plunge into blockbuster territory or encourages Apple to stay calculated and cautious, one thing is certain: the tech giant has proven it can produce a crowd-pleasing hit.

As Apple gears up for future projects like Mayday with Ryan Reynolds and a UFO film from F1 director Joseph Kosinski, all eyes are on Cupertino. Will Apple keep racing forward—or ease off the gas?

For now, F1 isn’t just a movie. It’s a signal that Apple has finally cracked Hollywood’s code.

F1: The Movie is playing in theaters.

Tags: AppleBrad PittF1: The Movie
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