Brad Pitt Fifth Avenue Apple Store, Tim Cook, F1: The Movie

Brad Pitt (left) and Tim Cook promoting “F1” at Apple Fifth Avenue — image credit: Apple

A Today at Apple session with the makers of Apple TV+ hit “Severance” was capped by a surprise visit from Tim Cook and Brad Pitt, as Apple’s “F1” promotion tour continues to ramp up.

Despite spending a billion on films every year, Apple has been criticized for letting movies flop through a lack of marketing. There’s no possibility of that criticism being repeated now, as the new Apple Original movie “F1” is practically being pushed as hard as a new iPhone.

The latest promotion was a special edition of the company’s Today at Apple in-store workshops, this time at the New York Fifth Avenue Apple Store. Attendees turned up to hear from the cast and crew of “Severance.”

According to Apple, stars and executive producers Adam Scott, Patricia Arquette and Britt Lower, were among the cast interviewed by “Entertainment Tonight” host Nischelle Turner.

But following the scheduled panel discussion, as the “Severance” team were leaving the stage, there was an unexpected extra event. “F1” star Brad Pitt and Apple CEO Tim Cook stepped out in front of the store’s huge screen advertising the film.

Pitt said he was excited for audiences to get to see what he described as the “most visceral racing film ever made.” Cook called it a must-see film, and also emphasized how Apple’s iPhone camera technology had been used in the making of it.

“[It] was important for us to be authentic to the sport,” he said, “and really capture that immersive feeling of being in the car.”

The in-store promotion follows Apple’s first-ever haptic trailer for a film. And it also follows how Apple’s WWDC keynote did not just mention the movie, but made it the point of its whole opening sequence.

Apple’s latest announcement says that “F1: The Movie” will get a worldwide release on June 27, 2025. Previously international audiences were due to see it from June 25, though, and at present that is still the date in overseas theater listings.

It’s possible that “F1” will be the last film that Apple pushes this hard. Following a series of commercial failures, the company is said to have been considering “F1” as a final attempt to succeed with a high-budget movie.