Entering summer blockbuster territory for the first time, Apple surprisingly had its biggest opening ever thanks to the blockbuster F1 .
Over the past few years, Apple has invested about $1 billion a year in producing movies for theatrical release to attract users to sign up for its online service.
Released in June 2025, the movie F1 starring actor Brad Pitt is being received with positive feedback from many audiences.
The $145 million global opening for Apple's F1 comes as a relief to both the iPhone maker and U.S. theater operators hoping for a blockbuster summer hit.
The expensive sports action film, starring Brad Pitt, directed by Joseph Kosinski (Top Gun: Maverick) and produced by Jerry Bruckheimer, is “a big gamble” for the California-based tech giant.
The film performed better than expected in the United States and Canada, generating $57 million in ticket sales in its opening weekend, according to studio estimates.
Analysts are predicting $40 million to $50 million in revenue, based on pre-release tracking data. Warner Bros. Entertainment is riding a wave of success with its F1 partnership with Apple.
Since the film cost at least $200 million to make after tax breaks and before marketing costs, some experts say it's still a long way from turning a profit. But for now, it's moving full steam ahead.
Given the current climate, positive reviews from audiences and critics alike - the film received an "A" CinemaScore, the film is likely to continue to perform well in the coming weeks.
However, the film is facing some serious competition, including Universal Pictures' Jurassic World Rebirth and James Gunn's Superman close behind.
Since Apple partnered with Hollywood six years ago and launched Apple TV+, its film slate has come a long way from achieving big-screen success, despite spending big bucks on prestige projects and big talent.
"Ambition to enter the cinema"
Analysts and people working in the film industry believe that the performance of the F1 will greatly influence Apple's decision to participate in the production of blockbuster movies in the near future.
Apple promoted the film through various parts of the company, including its retail stores and its music , fitness, maps, and podcast apps.
Since it doesn't have an in-house theatrical distribution division, the company is outsourcing those tasks to traditional studios.
Warner Bros. has partnered with Apple to market and contribute financially to the campaign, according to people close to the studios.
So far, the audience response to the F1 movie suggests that Apple still has hope. Like most streaming services, Apple TV+ is devoting more of its budget to TV programming.
Studios say movies that open in theaters will do better on streaming than simply playing on a crowded service.
Apple has built a reputation for quality, particularly with hit TV projects including Jon Hamm's Your Friends & Neighbors, Seth Rogen's The Studio and, more recently, Stick starring Owen Wilson.
"We did a lot of research before we decided to do Apple TV. I know there are a lot of different views on why we got into it. We got into it to tell great stories. We also wanted it to be a great business. That's why we got into it, it's as simple as that," Cook told Variety.
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