Apple has achieved a major milestone in its Hollywood journey with F1, the high-octane racing film starring Brad Pitt and Damson Idris. The movie has already earned over $200 million at the global box office since its release on June 27 and is expected to surpass $300 million this weekend, making it Apple’s first summer blockbuster.
The film’s strong performance follows several underwhelming box office showings by Apple, including Napoleon, Argylle, and Killers of the Flower Moon. With F1, however, Apple has demonstrated that it can succeed with mainstream theatrical releases.
“This is a movie that will run and run and run,” said Jeff Goldstein, distribution head at Warner Bros., which partnered with Apple on the release.
Directed by Top Gun: Maverick’s Joseph Kosinski and produced by blockbuster veteran Jerry Bruckheimer, F1 is Apple’s most commercially driven project to date. It also delivered the biggest opening weekend in Brad Pitt’s nearly four-decade acting career.
The film, which cost more than $200 million to produce and an estimated $50 million to market, may become Apple’s first big-budget movie to turn a profit. Apple also plans to offer F1 as a premium on-demand title before it lands on its streaming service, Apple TV+, increasing potential revenue.
F1 marks a notable shift in Apple’s approach. After previous lukewarm box office results, the company adopted more traditional Hollywood strategies, including press interviews with CEO Tim Cook and high-profile promotional appearances by Brad Pitt. Apple also integrated its technology into the film, using iPhones to capture high-resolution race footage and offering ticket discounts via Apple Pay.
The film faced delays due to the 2023 Hollywood strikes, but production eventually resumed at racetracks across the UK, US, and Abu Dhabi. Now, with a strong box office performance, Apple is considering sequels and building its first film franchise.
Kevin Walsh, a producer on several Apple films, including Napoleon, said F1 proves Apple is committed to being a major player in entertainment. “They’re in the business to stay and are ready to expand,” he said.
Looking ahead, Apple is increasing its film output. Spike Lee’s Highest 2 Lowest will hit cinemas in August, and Apple is developing Matchbox, a live-action movie based on Mattel toy cars starring John Cena, along with Mayday, starring Ryan Reynolds and Kenneth Branagh.
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