Apple is reportedly considering building its own theatrical distribution division, signaling a shift in its approach to original film releases. The move comes as Apple gears up to debut F1, a high-profile racing film starring Brad Pitt, currently being distributed by Warner Bros.
While Apple has invested heavily in content for Apple TV+, this latest development points to a desire for more control over how its films reach audiences—especially in cinemas.
From Partnerships to Full Ownership
Traditionally, Apple has partnered with major studios like Warner Bros. to handle the logistics of theatrical releases. This has allowed Apple to focus on content creation while sharing promotional and distribution duties. But the company now wants more say in how its films are marketed and where they premiere.
This shift echoes Apple’s approach in other industries. From iPhone hardware to the App Store, Apple has long favored full-stack control. Similarly, in entertainment, it has tried—though not always successfully—to acquire global rights to its productions, as seen with CODA and Suspicion.
A Test Run with “F1”
Apple sees F1 as a turning point. Though Warner Bros. is handling its release, the partnership raises concerns. For example, Warner Bros. is also distributing Superman, a blockbuster film scheduled to release just two weeks after F1. Some observers worry Warner may prioritize its own titles when it comes to promotion.
Despite these concerns, Warner Bros. insists it’s running a strong global campaign for F1. Apple, however, is exploring future alternatives. Unnamed insiders suggest the company is seriously evaluating the costs and benefits of launching its own distribution unit.
What’s Next for Apple Films?
While Apple hasn’t confirmed new distribution plans, the release of Highest 2 Lowest, starring Denzel Washington, could be a test case. Another untitled UFO thriller is also in development, led by the same creative team behind F1.
