Throughout my years of following Apple, the iPhone has consistently been their most significant release year after year. However, this time feels different as the company is channeling all its efforts into marketing its upcoming blockbuster film, F1 The Movie. More so than they have for any iPhone. So why this sudden change of heart, which makes the F1 seem like Apple’s most important launch of the year?
F1 at WWDC? Now That’s a Plot Twist
What leads me to think this way? Well, it begins with this year’s WWDC (Worldwide Developers Conference), where the highlight seemed to be F1, aside from their new Liquid Glass design. The keynote kicked off with Apple’s SVP of Software, Craig Federighi, driving a Formula 1 around the roof of the Apple Park. Ending his lap on an enthusiastic note, “F1 baby“.
Those who attended the event also mentioned the presence of F1 throughout Apple Park. With even a real Formula 1 car making an appearance. After WWDC, Apple released the first-ever Haptic Trailer for the movie. It syncs the haptics of your iPhone with the scenes in the trailer, offering the thrilling speed of being a part of the movie. It was the best trailer-watching experience I have ever had.
Apple CEO Tim Cook has also been busy marketing the film. He was basically absent from WWDC, and instead showed up with 7 times Formula 1 Championship winner and F1 co-producer Lewis Hamilton for the Variety profile. Showing him around the Apple Park. Recently, Cook made a surprise appearance at Apple’s Fifth Avenue Store with the leading star of F1, Brad Pitt, sharing his excitement for the release of the movie.
F1 Baby! But What’s Cook-ing Behind the Scenes?
Now I was left wondering why a tech company is investing so much effort into promoting a motion picture. I get that it’s their production, but it isn’t Apple’s first foray into movies. They have produced other Apple Originals, like Juaquin Phoenix’s Napoleon, which also got a theatrical release. So what’s different this time?
The reason is, with F1 The Movie, Apple is testing the waters to see whether they could become as big of an influence in the global entertainment industry, the same way they did in the tech hardware space. Plus, this will help boost their confidence in greenlighting more such big-budget Hollywood projects. This could help establish Apple itself as a big-name movie studio like Netflix and Disney.
Apple TV+ is another big reason for the push, as the Cupertino giant wants to push its subscriber growth. Given that the streaming service isn’t borrowing any existing IPs and instead opting to create their own, they desperately need massive hits to attract users to their platform. There’s also a speculation that Apple is a contender for the US TV rights of the 2026 Formula 1 season.
This is why the tech giant is going all out on expenses. From hiring Top Gun: Maverick director Joseph Kosinski, developing an advanced camera system to capture the high-speed races, and shooting at a real F1 Grand Prix as an unofficial 11th team.
One Shot, One Lap, One Giant Leap for Apple
Having considered all these factors, it wouldn’t be wrong to say that Apple is playing a big gamble here. The success of F1 The Movie could mark a significant step in the company’s history, like the first iPhone, and shape the future of Apple’s entertainment venture.
On the other hand, if the movie flops, then it might set back the company’s other projects, which might be currently in the works. Co-producer Lewis Hamilton could also experience the consequences of the movie’s performance during his ongoing tour if it fails to meet expectations.
So, suffice it to say that there is a lot banking on F1, and given the response so far from the trailers and previews, the movie has all the signs to be the next global success. But we’ll have to wait till June 27 to find out the outcome of Apple’s biggest launch of the year.
