Apple CEO Tim Cook and actor Brad Pitt made an unexpected appearance at Apple’s Fifth Avenue flagship store in New York City over the weekend. They joined a packed event that included a panel with cast members from Apple TV+’s hit series Severance.
Brad Pitt spoke to an enthusiastic crowd about his role in the upcoming Apple Original Film F1 The Movie. He described it as the “most visceral racing film ever made.”
Pitt stars as a veteran Formula 1 driver making a dramatic comeback. The film is directed by Joseph Kosinski and produced by Jerry Bruckheimer along with F1 legend Lewis Hamilton, who also served as a producer to ensure the film’s authenticity.
Tim Cook highlighted Apple’s technological contribution to the film. Apple engineers created a custom camera module using iPhone parts to capture immersive, in-car footage during real Grand Prix races.
The module is designed to withstand extreme speeds and conditions, recording in Apple’s ProRes format for high-quality, realistic shots. Cook said, “It was important for us to be authentic to the sport and really capture that immersive feeling of being in the car.“
The event ended with a screening of the film’s latest trailer, showcasing IMAX-quality cinematography that puts viewers on the racing track. Apple also released a unique haptic trailer on its TV app, which uses the iPhone’s Taptic Engine to sync vibrations with the racing action for a more immersive experience.
F1 The Movie is set for a global theatrical and IMAX release on June 27, 2025, through a partnership between Apple Original Films and Warner Bros. Pictures. The film has generated buzz for its mix of high-speed action, technical accuracy, and star power.
This surprise event at Apple Fifth Avenue highlights Apple’s growing role in entertainment, combining cutting-edge technology with cinematic storytelling to deliver new experiences to audiences worldwide.
