Apple appears poised for its first significant theatrical breakthrough. Known for its award-winning Apple TV+ productions, including “Coda,” the only streaming original to win Best Picture, the company has struggled to turn its cinematic ambitions into profits. The financial failure of “Argylle” last year spurred a move to trim spending and limit theater-bound projects.
CEO Tim Cook, appearing with Lewis Hamilton in Variety, highlighted Apple’s unique contributions to its latest release, especially its in-house camera technology. He noted that the entire company rallied behind the project, though the aggressive marketing campaign drew mixed reactions from audiences.
With production costs reportedly exceeding $200 million, “F1” faces pressure to deliver financially. Industry analysts suggest the film might ultimately serve more as a high-profile advertisement for Apple TV+ than a traditional box office hit.
