F1: The Movie has officially become Apple’s biggest theatrical success to date. Starring Brad Pitt and directed by Joseph Kosinski of Top Gun: Maverick fame, the high budget Formula 1 drama roared into cinemas on June 27 and has since crossed $300 million globally at the box office. With an explosive $144 million opening weekend, including $55.6 million from domestic audiences, the film marked the largest global debut of Pitt’s career.
Apple Studios, typically known for its digital first model through Apple TV+, made a bold leap into theatrical territory with this film. The decision clearly paid off. The movie’s meticulously filmed racing sequences captured with IMAX cameras from within actual cockpits have been praised for their immersive quality and realism. Paired with the rising global popularity of Formula 1, the film has hit the right emotional and visual gears with audiences worldwide.
Inspired in tone and energy by Netflix’s game changing documentary series Drive to Survive, Apple’s F1 is not just a story about one man’s journey through the ranks of competitive racing. It is also a cinematic strategy. Industry analysts note that Apple is using its theatrical releases not just to make box office profits, but to create buzz and elevate its Apple TV+ brand. These tentpole films act as high visibility banners for the platform’s premium content vision.
Estimates suggest that Apple poured between $200 million to $300 million into the production of F1, making it one of the company’s most expensive entertainment ventures to date. But with critical acclaim, an “A” CinemaScore from audiences, and a global performance that has surpassed expectations, this gamble has become a brand defining moment for Apple Studios.
In fact, Apple’s annual WWDC 2025 keynote included a dedicated intro sequence that cheekily tied in the F1 film, showing Craig Fredrighi doing laps on top of the Apple Park campus. From creative marketing to cinematic ambition, the film reflects Apple’s desire to diversify beyond devices and stake a stronger claim in the entertainment space.
Following its theatrical run, the movie is set to release on Apple TV+ in September, aligning with the much anticipated iPhone 17 launch. For a company grappling with questions around its pace in the AI race, this success is a timely boost to both its creative and commercial narrative.
F1: The Movie is still running in theatres worldwide and is expected to stay strong in the coming weeks as word of mouth continues to grow. For Apple, this marks not just a box office milestone but also a deeper acceleration into Hollywood’s fast lane.
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