Apple just got its first real taste of box office glory.
The tech titan’s latest foray into original film, F1 Movie, a high-octane racing drama starring Brad Pitt and Damson Idris, opened this weekend to an impressive $144 million worldwide, marking Apple’s first legitimate box office hit. The film raked up over $55 million domestically and another $88 million overseas, making it the clear winner over Universal’s How to Train Your Dragon remake and Disney’s animated newcomer Elio.
For a company best known for phones, not films, this is a big deal.
Apple pulled out all the stops leading up to F1 Movie’s premiere, and clearly, the strategy paid off. iPhone users got push notifications for discounted tickets, could explore real-world race tracks through Apple Maps, and even caught a trailer that synced engine sounds with the phone’s haptics.
The film, directed by Top Gun: Maverick’s Joseph Kosinski and co-produced with Formula 1 itself, had all the makings of a summer blockbuster. Star power? Check. Real racing footage? Check. A fresh story that actually gets you to care about speed and stakes? Surprisingly, check.
And let’s not forget the press tour moments: Damson Idris channeling his inner Lewis Hamilton at the Met Gala, Pitt popping up at a New York Apple Store like your cool uncle who just happens to be Brad Pitt. The buzz was organic and algorithmic.
Until now, Apple’s theatrical efforts like Killers of the Flower Moon and Napoleon have been prestige plays, racking up awards buzz and critical acclaim but falling short when it came to butts in seats. F1 Movie feels different. It’s fun. It’s glossy.
Apple TV+ still trails streaming giants like Netflix and Prime Video, but this win gives the Cupertino crew a real lane in the blockbuster conversation. With recent streaming successes like The Studio and Severance, and now F1 crushing at the box office, Apple’s entertainment play is finally gaining traction.
It’s early, but F1 might be more than just a flashy title. It could be the Fast & Furious moment Apple’s been chasing.
