Released in cinemas on June 25, F1 has established itself as Apple's best production (in co-production with Warner Bros.) since its entry into the world of cinema in 2019. The film attracted nearly 57 million viewers in its first weekend in theaters, according to Box Office Mojo. This impressive start could benefit Apple TV+ once the film is added to its catalog.

A huge success after six years

In a recent article, our colleagues at The Information reported that Apple was losing more than $1bn a year on its streaming service.

With the launch of Apple TV+ in November 2019, the Cupertino-based company also ventured into production. The goal: to compete with Netflix. But subscriptions are struggling to take off.

According to Box Office Mojo, F1 has already generated nearly $300m in revenue, far surpassing the previous record of $221m set by Napoleon, even as F1 continues its run in theaters.

After a while, the film should join Apple's streaming service and could convince a few skeptics to subscribe. This feature film, in which Brad Pitt takes the wheel of a Formula 1 car, could well become a new showcase alongside series such as Severance.

A new string to its bow

Apple has rarely invested as much in a film as it has in F1: The Movie. Such success begs the question of whether the group has found the key to success for its platform.

Several series such as Severance and Monarch have been critically acclaimed. Apple must now focus on two priorities: better promoting its original creations and enriching its catalog.

The question remains: "What is Apple aiming for with its platform?" Giants such as Amazon and Apple have tried to compete with Netflix on its own turf. But Amazon Prime Video and Apple TV+ are still far from matching the success of the video-on-demand leader.

With F1: The Movie, the Cupertino-based company is once again moving closer to the automotive world, after the failure of Project Titan, a futuristic electric car conceived in 2014 and 2015.