Apple could be on the verge of its first genuine big-screen success. The tech firm’s streaming service has already made history with “Coda,” which in 2022 became the first — and so far only — streaming original to claim Best Picture at the Oscars. Yet its theatrical record has been uneven, marked by underperforming releases and the expensive flop “Argylle.” In response, Apple scaled back spending and theatrical ambitions last year, canceling several projects.

In promoting “F1,” CEO Tim Cook appeared with Lewis Hamilton on a Variety cover, emphasizing the use of Apple’s proprietary camera innovations. Cook said the launch involved coordinated support from all divisions, including retail, though some consumers have been critical of the cross-promotion.

Whether “F1” can turn a profit is an open question. With a budget reportedly topping $200 million, analysts speculate it could ultimately function as a costly brand showcase for Apple TV+.