<div id="readability-page-1"><div><div>Apple Inc. AAPL is doubling down on its entertainment business with a high-stakes movie, “F1,” featuring the renowned Formula 1 driver Lewis Hamilton.What Happened: Apple CEO Tim Cook, in an interview with Variety on Wednesday, highlighted that the same technology used in the film is incorporated into the latest iPhone model. “..just like we leverage the best of Apple across iPhones and across our services, we try to leverage the best of Apple TV+,” stated Cook. Apple’s investment in “F1” marks a significant milestone in its expansion into film and TV production over the past six years. The film is a product of Apple Original Films, Pitt's Plan B, Jerry Bruckheimer Films and Hamilton's Dawn Apollo banner, with Warner Bros. WMD handling worldwide theatrical distribution. Directed by “Top Gun: Maverick” filmmaker Joseph Kosinski, the film has received substantial investment in cutting-edge camera technology to vividly capture the high-intensity world of auto racing. Tim Cook says the company’s content efforts, like its involvement in Formula 1 and camera technology, aren't aimed at boosting iPhone sales directly. Instead, he views Apple TV+ as a standalone business that benefits from the company's broader strengths, much like its other products and services. &#34;I don't have it in my mind that I'm going to sell more iPhones because of it,&#34; explained Cook. Apple is teaming up with Lewis Hamilton on a documentary about his life and may also bid for U.S. Formula 1 TV rights starting in 2026.Why It Matters: Apple’s foray into film production comes as the company has been making significant strides in expanding its streaming service, Apple TV+. Despite reported losses exceeding $1 billion annually, Apple has continued to invest heavily in content.The company has also been seeking to expand its user base, with a recent move to make the Apple TV+ app available on Android devices. The “F1” film and potential bid for Formula 1 TV rights align with this strategy, potentially drawing in new subscribers and bolstering the Apple ecosystem.Furthermore, the advanced camera technology used in the film, which is also incorporated into the latest iPhone model, could serve to showcase Apple’s tech capabilities. This comes amid criticism of the company’s recent iOS 26 design, dubbed “Liquid Glass”.Benzinga's Edge Rankings place Apple in the 77th percentile for quality and the 9th percentile for value, reflecting its mixed performance. Check the detailed report here. On a year-to-date basis, Apple declined 18.48%, according to data from Benzinga Pro.<ul> <li>READ MORE: Why Jeff Bezos Might Emerge As The Biggest Winner In The Trump-Musk Feud</li> </ul>Image via Shutterstock</div></div></div>

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Apple Inc. is investing in the entertainment sector with the film "F1," featuring Lewis Hamilton. CEO Tim Cook emphasized that the film's technology is integrated into the latest iPhone, but the project aims to enhance Apple TV+ as a standalone business rather than directly boost iPhone sales. Apple is also exploring a documentary on Hamilton's life and potential bids for U.S. Formula 1 TV rights. Despite losses in content investment, Apple continues to expand its streaming service and user base, showcasing its technology through the film.

- Apple Inc. is significantly investing in its entertainment sector with the high-profile film “F1,” featuring Lewis Hamilton, as part of its expansion into film and TV production.  
- CEO Tim Cook emphasized that the film's technology is also utilized in the latest iPhone, but he views Apple TV+ as a standalone business rather than a direct sales driver for iPhones.  
- Despite reported losses exceeding $1 billion annually, Apple continues to invest in content and aims to expand its user base, aligning its film projects with its broader strategy to enhance the Apple ecosystem.

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Tim Cook Explains Why Apple's 'F1' Movie Bet With Lewis Hamilton Serves More Than Just iPhone Sales