On a sunny afternoon in late April, Tim Cook, the CEO of Apple, and Lewis Hamilton, the renowned Formula 1 racing superstar, stood together on the deck of Apple Park’s observatory in Cupertino, California. This breathtaking location is the final stop on a tour of the sprawling 175-acre Apple Park campus that Cook is giving Hamilton during his inaugural visit. Despite their long-standing partnership, which began in 2022 when Hamilton came on board as a producer for “F1 the Movie,” this marks Hamilton's first physical encounter with Apple’s iconic campus.
“F1 the Movie,” which is set to release in multiplexes on June 27, is a high-budget production that has captured the attention of both Apple and Hamilton. The film boasts a budget exceeding $200 million and features Hollywood star Brad Pitt in a leading role. Both Apple and Hamilton are heavily invested in the film’s success, and they are aware that its performance at the global box office will be scrutinized. “F1” is positioned to either become a blockbuster hit or a costly disappointment, making this project a high-stakes gamble in the world of cinema.
During their visit, Cook points out the stunning view of Silicon Valley, leading Hamilton to inquire, “Is that San Jose?” This moment of camaraderie allows both men to reflect on the immense pressure they face regarding the film’s release. Hamilton, a seven-time Formula 1 champion, is not just a racing icon but also a trailblazer for inclusivity in sports and burgeoning entrepreneur, co-owning the Denver Broncos and running his apparel brand, Plus44.
As Hamilton prepares for the ongoing 2025 Formula 1 season, he acknowledges the challenges ahead. He asserts, “If you look at previous racing movies, it’s very hard to create the authentic racing feel. This is the best racing movie that’s ever been made.” With a team led by director Joseph Kosinski, known for his work on “Top Gun: Maverick,” Apple is committing significant resources to ensure “F1” stands out among other films.
Cook emphasizes that the advanced camera technology developed for the film will also be showcased in the latest iPhone model, further intertwining Apple’s hardware with its cinematic endeavors. The collaboration involves not just Apple Original Films, but also major players like Jerry Bruckheimer Films and Hamilton’s own production banner, Dawn Apollo.
Apple's investment in “F1” extends beyond just this film. They are also collaborating with Hamilton on a feature-length documentary about his life, which is expected to have a limited theatrical run. Moreover, there is speculation that Apple may vie for U.S. TV rights to Formula 1 when the current deal expires, starting with the 2026 season, indicating Apple’s long-term commitment to the sport.
Cook is confident in the film’s potential to resonate with audiences, stating, “You can feel that you’re in the car with the camera. We cared about every detail.” The release of “F1” marks a significant milestone for Apple as they continue their expansion into the film industry, aiming to produce culturally impactful content that resonates with a wide audience.
Apple's foray into film and television is driven by a vision of merging technology with storytelling. Cook notes, “We stand at the intersection of technology and the liberal arts,” asserting that Apple TV+ serves as a platform for great storytellers. With the service launching in November 2019, Cook and his team see 2025 as a pivotal year—free from the disruptions of the COVID-19 pandemic and industry strikes—that will allow them to showcase a carefully curated slate of original content.
Despite having the financial resources to acquire existing studios, Apple has chosen to build its entertainment division from the ground up. Cook explains, “We elected not to go out and procure a catalog. It didn’t feel like Apple at the end of the day.” This commitment to authenticity and quality aligns perfectly with their approach to film production.
With Eddy Cue, a long-time Apple executive, leading the charge in Apple’s entertainment initiatives, the company has strategically positioned itself to foster creativity within the industry. Cue’s background in software engineering and customer support has been instrumental in establishing Apple’s foothold in Hollywood, where he has successfully recruited key leaders to guide the company’s film and television projects.
Under the leadership of Cue and his team, Apple is committed to creating high-quality content that resonates with viewers. Recent successes, including the hit series “Ted Lasso,” have demonstrated their ability to connect with audiences on a personal level, building a loyal subscriber base for Apple TV+.
Lewis Hamilton is at a crossroads in his career, recognizing that racing is a young person’s sport. With over 39 million followers on Instagram and a burgeoning interest in film, Hamilton is excited about the opportunities that lie ahead. “At some point, I have to stop racing,” he admits, emphasizing his passion for film and the potential to collaborate with Apple through his production company.
As Cook and Hamilton discuss the prospects for “F1” at Apple Park, it’s clear that both men are driven by a shared vision of excellence. With the film industry’s landscape evolving, their collaboration could redefine the intersection of technology, storytelling, and sport, paving the way for future successes.
As the countdown to the release of “F1” begins, both Cook and Hamilton remain optimistic about the film's potential to not only capture the adrenaline of Formula 1 racing but also to engage audiences globally, ensuring that Apple’s foray into the film industry is not just a passing moment but a lasting legacy.
