Apple’s boldest theatrical bet yet, F1, has raced into record books, becoming the tech giant’s highest-grossing film to date. Starring Brad Pitt and directed by Top Gun: Maverick filmmaker Joseph Kosinski, the movie has earned an impressive $293 million globally in just ten days, according to Variety.
A High-Speed Comeback Story
F1 follows Sonny Hayes, a retired Formula One driver played by Brad Pitt, who returns to the racetrack to mentor a rising star and help a struggling team reclaim its former glory. The film features breathtaking IMAX sequences, realistic race footage, and a strong emotional core that has won over both F1 fans and general audiences.
Starring alongside Pitt are Damson Idris, Javier Bardem, Kerry Condon, Tobias Menzies, Sarah Niles, Kim Bodnia, and Samson Kayo.
Breaking Records, But the Finish Line is Far
With its current earnings, F1 has surpassed Apple’s previous theatrical releases like Killers of the Flower Moon ($158 million) and Napoleon ($221 million). However, the road to profitability remains steep. The film reportedly cost over $250 million to produce, with an additional $100 million in marketing, bringing its total budget to around $350 million.
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Despite its strong start, the film still needs to maintain momentum to break even let alone turn a profit.
High Stakes for Apple’s Movie Strategy
Insiders suggest that F1 was seen as a litmus test for Apple’s theatrical ambitions. A failure might have prompted a pivot to focus solely on streaming, where hits like Ted Lasso and Severance have proven successful. But with F1, Apple now has a crowd-pleasing blockbuster in its portfolio — and a reason to stay in the cinematic race.
