Apple may have finally secured a landmark victory at the box office. While the company’s Apple TV+ service has earned critical acclaim and awards — notably the Best Picture Oscar for “Coda,” still unmatched by any other streaming service — its ventures into theaters have been less lucrative. The costly flop “Argylle” prompted a strategic pullback in 2024, with scaled-down budgets and fewer theatrical releases.

In a joint Variety cover appearance with Lewis Hamilton, CEO Tim Cook promoted Apple’s latest film, underscoring the role of the company’s proprietary camera technology. Cook said the launch had full corporate backing, from headquarters to retail outlets, though the heavy cross-promotion met mixed reviews from customers.

The question now is whether “F1” — with a budget reported to exceed $200 million — can deliver profits. Analysts warn it could function more as an expensive marketing showcase for Apple TV+ than as a direct theatrical success.