Apple may have finally scored its first significant hit at the box office. The company has already earned prestige in streaming, with Apple TV+ producing acclaimed films and securing an Oscar for Best Picture with “Coda” — still the only film from a streaming service to claim the award, despite Netflix’s substantial campaign spending.
Theatrical ventures, however, have been another matter. Despite heavy investment, Apple has faced disappointing ticket sales, including the high-profile flop “Argylle.” Industry reports indicate that in 2024, Apple cut budgets and reduced theatrical output, canceling certain projects and prompting criticism from some directors.
Apple CEO Tim Cook, in a joint appearance with Lewis Hamilton for a Variety cover story, emphasized the company’s integration of its own technology into the filmmaking process, citing camera innovations. Cook said the release was backed by the company’s full support network, including retail stores, though the marketing push drew mixed reactions from customers.
Yet, the profitability of Apple’s latest release, “F1,” remains uncertain. With production costs reportedly surpassing $200 million, analysts caution that even if the movie performs well, it could end up functioning primarily as a lavish promotion for Apple TV+ rather than a direct box office triumph.
