With ‘F1’, Apple finally has a theatrical hit

Apple is celebrating what might be its most promising big-screen performance yet. The company’s streaming division has already made history with “Coda,” still the sole streaming original to win Best Picture at the Academy Awards, but its theatrical record has been underwhelming. The underperformance of “Argylle” prompted budget cuts and a retreat from large-scale theatrical distribution in 2024.

For its latest film, CEO Tim Cook and Lewis Hamilton graced the cover of Variety, promoting Apple’s technological input, particularly its camera systems. Cook said the film launch had support from all levels of the organization, from corporate offices to retail stores, though the promotional tactics drew both praise and criticism.

Whether “F1” — reportedly costing more than $200 million — can yield a theatrical profit remains to be seen. Some analysts contend it may be remembered less for its box office returns and more as a lavish marketing push for Apple TV+.