After years of flashy investments and minimal returns, Apple might have finally discovered the theatrical success it has been pursuing — particularly, due to Brad Pitt, director Joseph Kosinski, and a roaring Formula One engine.
F1, the new Apple Original Films Formula 1 racing drama, is launching in wide release this weekend with an almost perfect Rotten Tomatoes audience score, and initial audience acclaim is already overflowing. One viewer described it as the “best experience I’ve had in theaters in 2025.” Another gushed: “I just left the theater and I’m still buzzing… the sound design, the cinematography, the execution of the racing scenes—absolutely incredible.” This level of enthusiastic endorsement, in essence, has been absent from other recent Apple theatrical releases such as Argylle, Napoleon, and Fly Me to the Moon.
All those earlier titles struggled to resonate widely, despite having star power and substantial budgets. This time, Apple went all out — and early indicators suggest it might truly succeed.
A high-stakes gamble on F1
F1 is arguably one of Apple’s most ambitious ventures since entering the original TV and film entertainment sphere in late 2019. When the drama was initially circulating in Hollywood, nearly every major studio reportedly sought to get involved. Apple outbid them all, securing the project with a $250 million commitment — significantly more than conventional wisdom deemed appropriate for a racing drama about a washed-up driver. Pitt also negotiated a salary well above his usual $20 million fee, along with a share of the profits.
Critics and audiences alike are asserting that this one finally hits the mark. Directed by Top Gun: Maverick’s Joseph Kosinski and produced by Jerry Bruckheimer, F1 was crafted for big-screen excitement, filmed with custom cameras for IMAX, and heavily promoted at Apple’s own developer conference. Even CEO Tim Cook participated in the promotion, appearing alongside Pitt and producer Lewis Hamilton to generate buzz for the film — the kind of promotion typically reserved for new iPhones by Apple’s chief executive.
Apple’s Hollywood growing pains
Since its foray into Hollywood in 2019, Apple has invested billions in prestigious films featuring prominent talent, but none have truly succeeded at the box office. Moreover, Apple has categorically avoided engaging with older third-party libraries for licensing, which leaves little choice but to heavily invest in costly originals and partner with external studios. While critics may be somewhat satisfied with Apple’s theatrical offerings, the box office results? Not so much.
Another point to consider regarding Apple’s film business: despite spending billions on original content, it doesn’t independently release its films in theaters. Instead, it relies on partners like Warner Bros., which is managing the marketing and global release of F1. This approach saves Apple money, but also results in reduced control. And with Warner set to release Superman just two weeks later, its focus is likely to shift.
Can F1 finally place Apple in the winner’s circle?
That said, the excitement surrounding F1 feels distinct from previous Apple theatrical releases. It’s immersive, cinematic, and caters to audiences, exactly the type of film Apple has aimed to create for some time. “Historically, racing dramas like Grand Prix, Rush, Le Mans, haven’t performed well at the box office. Ford v Ferrari was one notable exception,” Comscore analyst Paul Dergarabedian stated to TheWrap. “But F1 stands alone on a mountaintop in terms of the commercial appeal based on the talent involved and the sheer level of spectacle being presented.”
