Apple Ventures into F1 Film Industry with High-Stakes Production
Apple CEO Tim Cook has announced the company’s ambitious endeavor into the film industry with an F1-themed movie that bears a staggering production cost of over $200 million. Scheduled for international release on June 25, 2023, and North American premiere on June 27, the film features notable actors Brad Pitt and Damson Idris.
Notably, seven-time Formula 1 champion Lewis Hamilton is serving as an executive producer, collaborating with esteemed director Joseph Kosinski and producer Jerry Bruckheimer. This project represents a strategic partnership among Apple Original Films, Jerry Bruckheimer Films, Hamilton’s Dawn Apollo, and Pitt’s Plan B.
Cook emphasizes the film as a pivotal milestone in Apple’s journey into original content, highlighting the company’s extensive year-long development of cutting-edge camera technology that will also enhance Apple’s latest iPhone models. “You can feel that you’re in the car with the camera,” Cook stated in an interview with Variety, underscoring the film’s immersive experience and attention to detail.
Furthermore, Cook articulated a vision for authenticity in storytelling, aiming to encapsulate both the thrill of F1 racing and the broader life lessons it offers. “F1 hit on all the things,” he remarked, pointing to Apple’s commitment to integrating unique technological innovations into the film.
While acknowledging the allure of acquiring an established studio, Cook articulated a preference for building Apple’s content creation capabilities organically, stating, “We elected not to go out and procure a catalogue… It didn’t feel like Apple at the end of the day.”
He clarified that Apple’s foray into entertainment is not intended to directly boost product sales, asserting, “I don’t think about that at all.” Instead, Cook views this as an opportunity to deliver high-quality content aligned with Apple’s values of innovation and creativity.
In conclusion, Cook remains optimistic about the business prospects of Apple’s entertainment division, noting, “I think the business of our being in this business will be good for us.”
