Apple CEO Tim Cook has addressed the company’s significant investment in the upcoming Formula 1 movie, reportedly costing upwards of $200 million. Cook is confident that this substantial risk is not only justified but is a strategic move to expand Apple’s presence in the realm of original film production.
The highly anticipated F1 movie, starring Brad Pitt and Damson Idris, is directed by Joseph Kosinski and produced by Jerry Bruckheimer. Seven-time Formula 1 champion Lewis Hamilton serves as an executive producer. The film is a collaborative project involving Apple Original Films, Jerry Bruckheimer Films, Hamilton’s Dawn Apollo, and Pitt’s Plan B.
A Milestone in Apple’s Content Journey
Cook views the F1 film as a pivotal moment in Apple’s six-year commitment to original movies and television shows. A key aspect of Apple’s involvement included dedicating a year to developing advanced camera technology specifically for the production. This innovative tech, which aims to immerse viewers by making them feel as if they are “in the car,” has since been integrated into the latest iPhone camera systems.
“You can feel that you’re in the car with the camera,” Cook explained to Variety, emphasizing the meticulous attention to detail. He added that the project resonated deeply with Apple because it sought authenticity to the sport while simultaneously telling a compelling human story about life’s challenges and triumphs.
Furthermore, the film allowed Apple to leverage its unique technological capabilities, like the camera advancements. Cook highlighted that the project mobilized the entire company, from its retail operations upwards, fostering a sense of collective involvement.
Building from Scratch: Apple’s Ethos
Cook reiterated Apple’s philosophy of building its content library organically rather than acquiring an existing studio or catalogue, despite acknowledging that acquisition would be a faster entry point.
“We elected not to go out and procure a catalogue… it didn’t feel like Apple at the end of the day,” he stated. For Cook, Apple’s approach is about pouring passion into each project, a method he believes is now showing results as their content ventures hit their stride.
Focus on Business, Not Just Hardware Sales
Addressing whether the push into entertainment is tied to boosting Apple product sales, Cook was unequivocal. He stated that his focus is not on whether the movie will sell more iPhones.
“I don’t think about that at all. I think about it as a business,” Cook affirmed, explaining that Apple leverages the best of the company across its services like Apple TV+ just as it does across its hardware products. He noted that Apple, relative to its size, focuses intensely on a few key areas, and TV and movies are treated with the same dedicated approach.
For Cook, it’s about remaining true to Apple’s core values: innovation and its guiding “North Star.” If they can achieve that while delivering great entertainment, he believes they are succeeding.
Ultimately, despite the significant financial outlay, Cook expressed confidence in the venture’s long-term viability, concluding, “I think the business of our being in this business will be good for us.” The $200 million investment is framed not just as a gamble, but as a calculated move aligned with Apple’s distinct strategy for growth in the competitive streaming and original content landscape.
