Apple seems to have achieved its first notable box office triumph. While the company’s Apple TV+ platform has garnered critical praise and industry awards — including an Oscar for Best Picture with “Coda,” still the only streaming service original to earn the honor — its theatrical performances have been less successful. The high-profile failure of “Argylle” underscored these struggles, prompting Apple to trim film budgets and scale back on cinema releases in 2024.

CEO Tim Cook, alongside Lewis Hamilton, featured in a Variety cover story promoting the latest project, stressing Apple’s integration of its own camera technology into the production. Cook explained that the film’s release was backed by all areas of the business, from corporate teams to retail stores, though the aggressive marketing strategy met with mixed customer feedback.

The financial viability of “F1” remains uncertain. With production costs reportedly surpassing $200 million, industry analysts warn it might serve more as an extravagant showcase for Apple TV+ than a conventional box office win.