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Apple's Theatrical Experiment: A Surprising Box Office Hit and Streaming Shift
13 Oct
Summary
- Apple's surprise box office hit "F1: The Movie" grossed $629 million worldwide
- Apple's approach to theatrical releases has shifted, with some high-profile films quietly released in theaters before streaming
- Apple TV+ loses $1 billion annually, leading the company to focus on streaming exclusives
As of October 2025, Apple's approach to theatrical releases has been a mixed bag. Just last year, the company found unexpected success with the release of "F1: The Movie," which grossed a surprising $629 million worldwide, making it one of Apple's biggest hits of the year. This success led Apple to give the film an extended 14-week theatrical run, even as it was already available for premium rental since August.
However, this theatrical experiment appears to be the exception rather than the rule for Apple. In the months since, the company has quietly scaled back its theatrical ambitions, with some of its higher-profile films receiving only modest theatrical releases before landing on streaming. For example, Spike Lee's "Highest 2 Lowest" spent just a couple of weeks in theaters, grossing only $1.5 million, before hitting Apple TV+.
This shift in strategy comes as Apple TV+ reportedly loses around $1 billion annually and has only about 45 million subscribers. The company seems content to use the streaming service as a loss-leader to continue selling iPhones, rather than focusing on box office success. Going forward, Apple appears poised to prioritize streaming exclusives over major theatrical releases, a stark contrast to its approach with the surprise hit "F1: The Movie."
