Year after year, Apple’s iPhone releases have dominated the tech landscape, but this time, something feels different. The tech giant is shifting its spotlight toward its upcoming film, F1 The Movie, pouring marketing resources into this project more than any iPhone launch. Why this pivot? It seems that F1 is now Apple’s marquee launch of the year.
F1 at WWDC? Now That’s a Plot Twist
This shift became evident during this year’s WWDC (Worldwide Developers Conference). Beyond their sleek new Liquid Glass design, the event’s highlight was undeniably F1. Apple’s SVP of Software, Craig Federighi, kicked off the keynote by showcasing a Formula 1 car, rounding off his lap with an exuberant “F1 baby.”
Attendees noted the pervasive F1 presence at Apple Park, including a real Formula 1 car. Post-WWDC, the company introduced a groundbreaking Haptic Trailer for the film that syncs your iPhone’s haptics with the trailer’s scenes, creating an exhilarating viewing experience like no other.
CEO Tim Cook has also been heavily involved in promoting F1. While he was notably absent from WWDC, he made appearances alongside seven-time Formula 1 champion Lewis Hamilton for a Variety profile and even surprised fans at Apple’s flagship Fifth Avenue Store with Brad Pitt, the film’s leading star.
F1 Baby! But What’s Cook-ing Behind the Scenes?
It leaves one wondering why a tech company would invest so much in promoting a film. Apple has previously produced films like Joaquin Phoenix’s Napoleon, which got theatrical releases, so what’s different this time?
This time, Apple is exploring how it can shape the global entertainment landscape as successfully as it did with tech hardware. Excelling with F1 could pave the way for more big-budget projects, establishing Apple as a serious contender in Hollywood alongside giants like Netflix and Disney.
Apple TV+ is a motivating factor behind this aggressive strategy, as the company aims to accelerate subscriber growth. By forgoing existing IP and creating original content, Apple desperately needs hits to attract users. There’s also speculation that Apple may pursue U.S. TV rights for the 2026 Formula 1 season.
To that end, Apple is fully investing in F1, employing Top Gun: Maverick director Joseph Kosinski, crafting advanced camera systems for high-speed shoots, and even photographing at a real F1 Grand Prix as an unofficial 11th team.
One Shot, One Lap, One Giant Leap for Apple
Considering all these factors, it’s clear that Apple is taking a significant risk with F1 The Movie. Success could mirror the monumental impact of the first iPhone, setting the stage for Apple’s future in entertainment.
Conversely, if the film does not perform well, it could hinder Apple’s other projects currently in development. Co-producer Lewis Hamilton may also feel repercussions in his ongoing career if the film underwhelms.
It’s evident that a lot is riding on F1. Given the positive reception to trailers and previews, the signs indicate it could become a global success. But we’ll have to wait until June 27 to see how Apple’s biggest launch of the year unfolds.
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