Apple Scores First Box Office Hit with F1 Movie

Apple has achieved its first major theatrical box office success with "F1: The Movie," which debuted with $55.6 million in North American theaters and $144 million globally, making it the company’s biggest opening to date. Directed by Joseph Kosinski, "F1" features immersive cinematography similar to "Top Gun: Maverick," starring Brad Pitt, and benefits from the surging popularity of Formula One racing in the U.S., partly due to Netflix’s docuseries "Drive to Survive." Apple CEO Tim Cook highlighted the integration of Apple’s camera technology and company-wide support, including retail operations, in the film’s production and promotion. The marketing campaign has been extensive and innovative, including iPhone notifications, haptic-enabled trailers, and virtual experiences through Apple Maps, though some tactics, like unsolicited Wallet app ads, have sparked consumer complaints. Audience and critical reactions have been highly positive, with an "A" CinemaScore and strong IMAX ticket sales, suggesting the film may maintain its box office momentum despite competition. This success marks a turnaround from previous theatrical disappointments and scaled-back budgets, positioning Apple as a viable player in summer blockbuster territory.