Apple really, really wants you to go see its 'F1' movie
An iPhone notification. A surprise Brad Pitt appearance at an Apple store. A fancy trailer that makes your iPhone rumble.
Apple is going all out for its big-budget "F1" movie.
If you own an iPhone or visited one of the company's retail stores recently, you've likely noticed the promotional push as the Apple synergy machine kicked into gear.
Apple has pulled many of its levers across various channels to drum up excitement for its latest original film, "F1: The Movie," which arrived in theaters Friday.
It's a marketing flex that few companies aside from Apple are capable of, since they don't have the massive built-in install base of the iPhone.
Apple's strategy of continuing to make big-budget movies has some, including Business Insider's Peter Kafka, scratching their heads.
The tech giant's marketing push around "F1," though, makes sense — Apple's got skin in the game for this movie.
Not all of Apple's marketing tactics have gone smoothly, though.
On Tuesday, some iPhone users took to social media to complain about a notification on their home screen that turned out to be an ad sent from the Wallet app tied to the movie. The promo offered $10 off two tickets to see "F1" when you purchase from Fandango using Apple Pay.
Sure, you could easily dismiss the notification and move on with your day, but some compared it to Apple's free U2 album that it added to iPhone users' libraries.
There have also been some pretty creative marketing efforts.
If you have an iPhone, you can watch a special version of the "F1" trailer in the AppleTV app that activates the phone's haptic engines (basically fancy vibrations), so that your device rumbles along with the vehicles' engines. (You'll also be encouraged to buy tickets when you open the app.)
Experience the new @F1Movie trailer on iPhone in a way only Apple can deliver. https://t.co/VYeJcVagKq pic.twitter.com/ej7DWSfT6l
— Tim Cook (@tim_cook) June 11, 2025
And for even more immersion, Apple's Maps app allows you to virtually check out the famous tracks where "F1" was filmed.
Then there was Apple's big annual Worldwide Developers Conference, which took place in the weeks leading up to the movie's release. Its Formula 1-themed intro featured Apple exec Craig Federighi driving laps on top of Apple's "spaceship" HQ.
At one point, Tim Cook looks right at the camera and says, "Yes, F1, baby."
In May, actor Damson Idris, who stars in the movie alongside Brad Pitt, walked the carpet of the Met Gala in an F1 driver's uniform and helmet before unveiling a suit underneath. He held on to his helmet as an accessory.
Exactly how much Apple invested to make "F1" a reality isn't clear. Initial reports said that the movie cost around $300 million to make (not counting its marketing budget). However, producer Jerry Bruckheimer and director Joseph Kosinski said that wasn't the case in an interview with Deadline last year. In reality, Bruckheimer said, the estimate was "tens of millions of dollars out of whack."
"We can't give you a number because that's Apple's money and they can talk about it," Bruckheimer said. "But what I think you can say is it's quite a bit lower than what's been reported." Apple did not immediately respond to a Business Insider's request for comment on the budget.
Some of Apple's investments in movies have proven success in the past. AppleTV+ made a name for itself in the film industry with "CODA," a 2021 coming-of-age movie that went on to win Best Picture at the 2022 Academy Awards, making it the first film released by a streamer to win the top award at the Oscars.
On June 15, people attending a panel discussion for another AppleTV+ offering, "Severance," were surprised when Brad Pitt came out to promote "F1."
Tim Cook was there too, and he made sure to mention that the movie included footage filmed using the same camera technology you can buy in the latest iPhones.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
CNBC
17 minutes ago
- CNBC
We're still in very early stages of AI, says Deepwater's Gene Munster on tech resurgence
Gene Munster, Deepwater Asset Management, joins 'Closing Bell Overtime' to talk what's ahead for Apple and how to play the tech resurgence.
CNN
26 minutes ago
- CNN
See where the Bezos-Sanchez wedding is taking place
See where the Bezos-Sanchez wedding is taking place CNN's Melissa Bell gives a tour of where Jeff Bezos and Lauren Sanchez's wedding ceremony is in Venice, Italy. 00:56 - Source: CNN Brad Pitt's home burglarized The Los Angeles Police Department said a break-in occurred at a house in the Los Feliz neighborhood. A law enforcement source familiar with the investigation confirmed to CNN that it belongs to actor Brad Pitt. 00:32 - Source: CNN See moment suspect lights fire on Seoul subway CCTV footage released by the Seoul Southern District Prosecutors' Office captures the moment a man lit a fire on a busy subway in the South Korean capital last month. The footage, from May 31, shows passengers running away after the suspect doused the floor of the train carriage with flammable liquid before setting it alight. Reuters reports that according to the prosecutors' office, six people were injured. The prosecutor's office says it charged the 67-year-old man with attempted murder and arson. 00:48 - Source: CNN Fireball spotted across the sky A 'daytime fireball' was caught on video in the sky over South Carolina – causing a sonic boom, according to the American Meteor Society. CNN has reached out to emergency management officials in North Carolina and Tennessee, as well as NASA for comment. 00:36 - Source: CNN Twin waterspouts spotted in Florida Twin waterspouts were seen from Bradenton, Florida, just south of Tampa Bay, on June 22. 00:30 - Source: CNN NBA Draft 2025: Here's what you need to know From Cooper Flagg's No. 1 selection and China's rising star Yang Hansen — here's what you need to know about the 2025 NBA Draft. 00:52 - Source: CNN Astronauts launch to space station after delay Axiom Space Mission 4 launched four astronauts from NASA's Kennedy Space Center in Florida. The flight comes after an extended delay triggered by tests related to leaks plaguing the International Space Station. The group is expected to be in space for two weeks to help carry out about 60 experiments before returning home. 00:32 - Source: CNN New Yorkers, visitors cope with heat wave New York City nearly hit 100 degrees for the first time in over a decade on Tuesday. The city's last triple-digit temperature happened on July 18, 2012, but it hasn't been 100 degrees in June since 1966 – nearly 60 years ago. 00:47 - Source: CNN Why Japan has a rice crisis Rice prices in Japan have nearly doubled in the past year, exacerbating the country's cost of living crisis. CNN's Hanako Montgomery explains how this rice crisis emerged. 01:17 - Source: CNN Brad Pitt gets candid about recovery Brad Pitt opened up about his recovery experience in an interview on 'Armchair Expert with Dax Shepard.' The actor talked about getting to know Shepard, who is also in recovery, through an Alcoholics Anonymous meeting they both attended. 00:48 - Source: CNN Helicopter fails landing attempt near waterfront restaurant A helicopter crash-landed near a waterfront restaurant in Clay Township, Michigan. Clay Township police said minor injuries were reported. The FAA is investigating the cause of the crash. 00:31 - Source: CNN Alligator found in basement after fire Milwaukee firefighters rescued an alligator in the basement while responding to a house fire. No one was inside and no firefighters were hurt, according to the Milwaukee Fire Department. 00:16 - Source: CNN Truck hangs off bridge in China Social media footage captured a truck hanging off a bridge in Guizhou Province in southwest China as heavy rains caused landslides at the start of monsoon season. 00:41 - Source: CNN Rubin Observatory reveals breathtaking views of space The Vera C. Rubin Observatory released its first images, showcasing millions of galaxies. The images are also expected to reveal thousands of previously unknown space objects. 01:07 - Source: CNN Iconic taxi may vanish forever Hong Kong's government announced the shift away from the city's iconic red taxis toward multicolored electric and hybrid vehicles. Toronto native Alan Wu has refurbished one to keep the nostalgia alive for himself and others among the city's diaspora. 01:58 - Source: CNN Caves near China's 'Avatar Mountains' found packed with decade-old trash A hidden environmental crisis is unfolding in ancient caves near China's Zhangjiajie Forest Park, famed for its massive quartz-sandstone pillar formations, which are said to have inspired the floating scenery that appears in the 2009 Hollywood blockbuster 'Avatar.' Viral social media videos showing piles of trash in the area, some reportedly dumped over a decade ago, are prompting a mass cleanup of the karst caves. 00:59 - Source: CNN 50 years of 'Jaws' and shark attacks As Steven Spielberg's summer blockbuster 'Jaws' turns 50, CNN's Harry Enten figures out how likely it is to be attacked by a shark and whether we should fear the waters. 01:57 - Source: CNN The NHL Stanley Cup's perfect imperfections The Stanley Cup is one of the most iconic trophies in all of sports, but one of the reasons the NHL's championship trophy is so lionized is its perfect imperfections. CNN's Coy Wire spoke to The Keeper of the Cup Howie Borrow for a tour of some of the trophy's character-building bloopers. 01:02 - Source: CNN
Forbes
32 minutes ago
- Forbes
How Blockchain Is Reshaping Commerce, One Wallet At A Time
Jamie Elkaleh is the Chief Marketing Officer at Bitget Wallet. In the world of shopping, blockchain is emerging as an undeniable game changer; from enabling faster, borderless payments to reducing fees and improving transaction efficiency, the possibilities are endless and exciting. One of blockchain's most remarkable capabilities is facilitating true democratization, empowering businesses and individuals: Web3 provides merchants with lower costs and eliminates reliance on banks, offering relief from geographic, political and regulatory complications. It functions transparently; everything is available on a public ledger, allowing businesses and consumers a clear view for navigating the digital economy. It creates access to digital-first customers, as well as an opportunity to "bank the unbanked," helping those traditionally excluded from financial services due to restrictive requirements. Blockchain wallets are no longer just a more sophisticated version of electronic money. They serve an array of real-world purposes beyond just storing assets: Users can earn interest, shop and send instant, low-cost borderless payments—especially for remittances, which are growing rapidly worldwide. With Web3 and blockchain, transactions that used to take days and involve high fees can now happen in seconds with much lower costs. Blockchain is opening a world of user-friendly payment alternatives that challenge traditional financial systems—offering solutions that are cheaper, faster and more accessible. Reducing Barriers To Entry Of course, there are obstacles to inclusion. One of the biggest is the technological learning curve. That's something our company is actively working to address by providing educational resources in local communities. Even with traditional banking, accessibility is an issue. More and more high-street banks are closing down, and the days of walking into a branch and speaking to someone in person are disappearing. Everything is moving online and becoming automated, or shifting to rely on AI chatbots. Consequently, we counter the argument that blockchain is 'too complicated' by asserting that even traditional finance is becoming harder to navigate for certain demographics. We believe strongly that putting technology directly into communities and making it as easy as possible to use is both a business and ethical imperative. Creating pathways for the comprehension and use of blockchain technology allows companies not only to expand their user base but also to help these users (for instance, by minimizing issues like chargebacks, since blockchain transactions are transparent and verifiable by anyone). Companies whose business is blockchain should consider the fact that in order to gain maximum buy-in, it's essential to upskill and educate users—particularly those in local constituent communities—on how blockchain can empower their daily lives. The mission cannot be merely about introducing people to 'your' proprietary technology; rather, it should be viewed as providing them with tools they can actually, meaningfully use for their own financial betterment. For our company, this has meant not just working with individuals but also onboarding merchants, so they can learn to accept digital payments and, in doing so, realize a huge gain (eliminating high banking fees, streamlining operations). By educating them, we're helping them increase profitability and expand their customer base. We believe this education is part of our role; our success relies on users understanding the potential of these solutions. Revolutionary Trust And Accessibility One of the reasons it's so important that individuals and merchants understand blockchain is that it has changed commerce dramatically—particularly the way people shop. Blockchain enhances trust between producers, merchants and consumers. Companies like Walmart and IBM are already using enterprise blockchain solutions to track their supply chains internally. The next step is making that information public—allowing consumers to verify a product's entire journey from production to purchase, allowing them to assess everything from freshness to authenticity to ethical sourcing. Blockchain is bridging the gap between digital currencies and everyday shopping. Millions of people worldwide already own digital assets; now, thanks to new infrastructure, they can spend them seamlessly, with some high-street banks now accepting digital currency deposits into traditional banking applications. Increasingly, companies at the vanguard want to take things a step further, enabling users to shop directly with their digital assets. They can use digital currency-backed payment cards, earn interest like a regular bank account, access cashback rewards and even take advantage of installment plans. Now, with integrations like Apple Pay, digital payments are becoming just as straightforward as traditional banking methods—something that wasn't possible in the recent past. Best Practices For Implementation One major challenge we've been grappling with is the stigma around Web3 and blockchain technology. Unfortunately, we've recently seen senior global leaders publicly discussing the space in ways that don't always align with its core principles. Web3 isn't just about speculation or meme coins; there are incredible builders in this space solving real-world problems with blockchain, such as providing financial access to millions of people who have been excluded from traditional banking systems. The focus should be on tangible solutions and real-world utility rather than just the headlines. For business leaders who are new to blockchain-based payments, we have some recommended best practices: 1. Start with pilot programs. Test blockchain integrations on a small scale before full implementation. Learn from the process and build solutions tailored to your organization's needs. 2. Educate and train your teams. Employees should understand both the opportunities and the risks of blockchain. Reducing resistance and increasing capability through education will ensure smoother adoption. 3. Acknowledge the stigma. There's no denying that digital currency, Web3 and blockchain still carry a certain air of disrepute. Breaking that down through transparency and education is important to diminishing that sensibility. 4. Respect regulations. Having a strong legal team ensures compliance and reduces risk, even in strict regulatory environments. 5. Focus on scalability. Any blockchain solution must be able to handle growth efficiently, or why bother? 6. Partner with experienced providers. While no one is a true 'expert' in such a rapidly evolving space, working with trusted, knowledgeable partners is essential (and can help sidestep many rookie mistakes). The Benefit Of An Open Mindset One of the difficulties faced by many blockchain startups (which we've dealt with several times, in our organization) is not yielding to the pressure to scale as quickly as possible. We have to remind ourselves sometimes that there's a benefit to prioritizing education and growing the wider space. We also strive to maintain an open mindset. We acknowledge that we exist in a space wherein competitors are aiming to do similar things to what we do; we have to remind ourselves that if a user comes in, likes the technology and then chooses to go with one of our competitors, that's still a win for the space as a whole. Obviously, we believe in our product and our services and hope that users will recognize the value we provide. However, the key to driving mass adoption is not just having people purchase your proprietary solution but encouraging people to explore and use the technology more broadly. If people engage with Web3, have a positive experience and share that experience, the entire ecosystem wins. Forbes Communications Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?
