Apple may have landed its first substantial box office success. The company’s Apple TV+ streaming service has already gained prestige for its critically acclaimed productions, including “Coda,” the only streaming original to win the Best Picture Oscar. Yet, its history with theatrical releases has been less favorable, with the high-profile failure of “Argylle” prompting a 2024 strategy shift to reduce budgets and scale back cinema ambitions.

Promoting the latest release, CEO Tim Cook appeared alongside Lewis Hamilton on a Variety cover, praising Apple’s use of proprietary camera technology in the film. Cook said the project was backed by every corner of the company, from corporate headquarters to retail stores, though not all consumers embraced the extensive cross-promotion.

Whether “F1” — with a reported budget exceeding $200 million — can be profitable remains uncertain. Analysts caution it may function more as an expensive brand statement for Apple TV+ than as a conventional box office hit.