Tim Cook and Lewis Hamilton on Apple's Biggest Film Yet: 'F1'

Just because something is unapologetically commercial, which 'F1' is, it doesn't mean it doesn't achieve the highest level of quality in that process.

A new report from Variety offers an inside look at Apple's upcoming "F1" movie, opening with a scene between CEO Tim Cook and producer/F1 star Lewis Hamilton at Apple Park. The discussion sheds light on the high stakes involved in the film, the extensive collaboration between Apple and the filmmakers, and the company's broader strategy for its content division.




The movie, starring Brad Pitt and directed by Joseph Kosinski of "Top Gun: Maverick" fame, is set for a worldwide theatrical release on June 27, with Warner Bros. handling distribution. The film, with a budget reported to be over $200 million, has been a passion project for Eddy Cue, Apple's senior vice president of services and a racing enthusiast who sits on the board of Ferrari, Hamilton's racing team. Apple previously released trailers for the film in March and April.

Cook told Variety that the film was a perfect fit for Apple. "To bring something to life that would be authentic to the sport, that would tell a great story as well about the ups and downs of life — 'F1' hit on all the things. And then we could bring some things that are uniquely Apple to the movie, like our camera technology," he said. The company plans to support the launch with its entire retail operation. Producer Jerry Bruckheimer noted the extent of Apple's commitment, stating, "I've never seen a company throw everything they had at a movie like this."

To capture an authentic racing feel, Kosinski and his crew were granted unparalleled access to film during actual Grand Prix races throughout the 2023 and 2024 seasons, essentially operating as an unofficial 11th team on the circuit. At times, the crew had up to 28 cameras running, accumulating over 5,000 hours of footage. Hamilton, who serves as a producer, expressed confidence in the project, saying, "This is the best racing movie that's ever been made." Hamilton and Apple have also teamed up for a feature-length documentary on his life that is expected to have a limited theatrical run.

The film's release also comes amid broader geopolitical tensions. President Donald Trump has threatened new tariffs on iPhones not made in the U.S., a development that followed Cook's decision to skip a recent presidential trip. Cook previously noted on a May 1 earnings call that tariffs would add $900 million in costs for the June quarter.


Apple TV+ launched in late 2019, and the company notes that 2025 marks the first time it will roll out a full-year slate without the burden of managing around a global pandemic or strikes. "We've worked five and a half years to become an overnight success," joked Zack Van Amburg, Apple's co-head of Worldwide Video. Jamie Erlicht, the other co-head, added that "F1" speaks to Apple's belief in the film industry. "Just because something is unapologetically commercial doesn't mean it doesn't achieve the highest level of quality in that process," he said.

In the interview, Cook emphasized that Apple is in the content business "to tell great stories, and we want it to be a great business as well," rather than to drive hardware sales. "I don't have it in my mind that I'm going to sell more iPhones because of it," Cook explained. "I don't think about that at all."

More details in the full report linked below...

Read More