TL;DR
- Apple’s racing drama F1 is the company’s first major theatrical success, projected to earn $55.6 million domestically this weekend.
- With $144 million in global ticket sales so far, it is on track to surpass Napoleon as Apple’s highest-grossing film.
- Directed by Top Gun: Maverick’s Joseph Kosinski, the film leverages real Formula One footage and stars Brad Pitt in a lead role.
- Apple’s integrated strategy involved retail, hardware, and Apple TV+, reflecting a full-company push.
- Despite box office success, analysts question whether the film will recoup its $200M+ budget.
Apple’s First Cinematic Victory
After years of critical acclaim but commercial setbacks, Apple has finally achieved box office success with F1. The film topped theaters over the weekend, grossing $55.6 million domestically, with global revenue at $144 million. That figure puts it on pace to surpass Napoleon’s $228 million as Apple’s most financially successful film to date.
Though Apple had previously struck gold with CODA—the only streaming film to win an Academy Award for Best Picture—its theatrical track record has been inconsistent. Titles like Argylle flopped, prompting Apple to scale back theatrical releases in 2024, cancel several productions, and draw criticism from filmmakers over limited support for cinematic debuts.
How F1 Won the Weekend
Directed by Joseph Kosinski, who previously helmed Top Gun: Maverick, F1 blends practical cinematography with a classic underdog narrative. It stars Brad Pitt as a seasoned veteran mentoring a brash young driver, filmed using real Formula One race environments. Production featured races and tracks from the Formula One World Championship, with driver Lewis Hamilton serving as producer.
The movie’s success can be partly attributed to the rising U.S. popularity of Formula One, which has been energized by Netflix’s documentary series Drive to Survive. The realistic racing scenes, combined with Apple’s proprietary camera technologies, helped amplify viewer immersion.
In a Variety cover story, Apple CEO Tim Cook emphasized the company’s full-stack involvement, from retail marketing to technology integration. “We were able to bring things that are uniquely Apple to the film,” he noted.
Is It Profitable?
Despite topping the weekend box office, F1’s path to profitability remains uncertain. With a reported production budget north of $200 million, industry analysts question whether the film can break even on theatrical revenues alone.
In an interview with Vulture, one box office expert speculated the film “may end up being a very expensive commercial for Apple TV+.” The film’s long-term value might lie more in enhancing Apple’s brand positioning and streaming subscriptions than in direct box office margins.
The Data
| Metric | Value |
| Opening Weekend (US) | $55.6 million |
| Global Box Office Total | $144 million (as of June 29, 2025) |
| Budget Estimate | $200+ million |
| Director | Joseph Kosinski |
| Production Partners | Warner Bros. (US Distribution), Apple |
| Highest-Grossing Apple Film | Soon to surpass Napoleon ($228 million) |
Strategic Win for Apple — But at What Cost?
Apple’s decision to rally its entire ecosystem around F1—from camera innovation to retail promotions and cross-channel marketing—demonstrates a mature theatrical strategy that could influence future releases. The success arrives at a pivotal time as streaming platforms reassess theatrical value in the post-pandemic media landscape.
However, not all feedback has been glowing. Some Apple customers criticized the excessive cross-promotion, particularly in retail stores. While Apple has not confirmed whether F1 will boost Apple TV+ subscriptions, the film has clearly re-energized interest in its original content division.
The question now is whether Apple can build on this momentum with a consistent theatrical pipeline or if F1 is a one-off victory in an otherwise turbulent cinematic journey.
