During a Today at Apple workshop at New York’s Fifth Avenue store, attendees gathered for a “Severance” cast Q&A. Suddenly, Brad Pitt and Apple CEO Tim Cook stepped onto the stage in front of the store’s giant screen, which featured banners for “F1: The Movie.” Their surprise appearance shocked fans and underscored how heavily Apple is backing its big-budget racing film .
High-Octane Film Push
Apple has committed over a billion dollars each year to original movies, yet some past releases underperformed. Consequently, the company is marketing “F1” as aggressively as a new iPhone. Pitt described the film as “the most visceral racing movie ever made,” while Cook called it a “must-see” and highlighted how iPhone camera technology captured the action .
From Haptic Trailers to WWDC Spotlight
Moreover, Apple debuted its first haptic-enabled movie trailer in June, syncing vibrations with roaring engines. Then at WWDC’s opening sequence, the film took center stage rather than focusing solely on software announcements. These moves signal Apple’s desire to elevate “F1” above previous titles and build wide anticipation .
Star-Studded “Severance” Panel
Prior to the surprise, the workshop featured “Severance” stars Adam Scott, Patricia Arquette, and Britt Lower in conversation with “Entertainment Tonight” host Nischelle Turner. The event drew fans eager to hear insider tales about the Emmy-winning series, only to receive an extra dose of excitement when Pitt and Cook arrived .
Global Release and Future Plans
According to Apple’s latest announcement, “F1” will premiere worldwide on June 27, 2025, with some international markets still showing a June 25 date. It may represent Apple’s final major push in theatrical releases after several commercial disappointments. Therefore, observers will watch closely to see if this film marks a turning point in Apple’s entertainment strategy
