Apple's 'F1' Races Past Its Rivals
Apple has finally tasted blockbuster glory at the movie theater, and it only took Brad Pitt in a racing suit to do it. The company's big-budget racing flick, F1, is flying down the track with $293 million in global ticket sales as of July 2025, putting it well ahead of Apple's earlier bets like 'Napoleon' or 'Killers of the Flower Moon.' Starring Pitt and rising star Damson Idris, 'F1' has grabbed headlines by overtaking Ridley Scott's historical epic 'Napoleon' ($221 million) and Martin Scorsese's crime drama 'Killers of the Flower Moon' ($158 million) as Apple's top theatrical performer. That's a huge jump for a company that, until recently, was better known for tech than popcorn sales.
What set 'F1' apart from Apple's earlier forays? Star power played a big role, but it's also about the viewing experience. The production team, including heavy-hitters like Pitt's own Plan B Entertainment and producer Jerry Bruckheimer, leaned into premium formats. IMAX alone drove a staggering 19% of the film's opening weekend haul—the fourth highest debut share in IMAX history, trailing only recent blockbusters like 'Dune' and 'Oppenheimer'. In today's movie market, that's a massive edge when it comes to luring fans to theaters instead of their couches.
Hits, Misses, and the Price of Blockbuster Ambition
But the Hollywood game isn't all checkered flags. Not every Apple-backed film has managed the same feat. Just look at the numbers for 'Fly Me to the Moon,' which stumbled to $42 million globally, or the much-hyped spy romp 'Argylle' starring Henry Cavill and Dua Lipa, which squeaked past $96 million. Even casting A-list names like Scarlett Johansson wasn't enough to turn those projects into smash hits. For every fairy tale, there are a handful of flops—something Apple is learning in real time.
So, with $293 million in the bank, is 'F1' a slam dunk win? That answer's complicated. Yes, it's the company's most successful theatrical title, but the cost of the race was high: rumors swirl that production and marketing ran into the hundreds of millions. The real game for Apple might still be ahead, as the movie gears up for a second run on Apple TV+ later in 2025. While streaming can help balance the books, it’s a reminder that, in today's movie world, box office gold doesn't guarantee a profit when the budgets are sky-high.
Apple's journey into the movie business was always going to be a gamble. Sometimes you land a Brad Pitt-shaped jackpot. Sometimes, even the brightest stars can't steer a project home. For now, 'F1' proves that with the right mix of cast, spectacle, and timing, a tech company really can cross the finish line in Hollywood.
- Jul, 12 2025
- Cassius Montgomery
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