Apple’s Fifth Avenue flagship store saw an unexpected visit from CEO Tim Cook and actor Brad Pitt, who stopped by to build excitement around the upcoming Apple Original production, F1: The Movie. The film aims to capture the true essence of Formula 1, showcasing both the adrenaline-fueled speed and the tactical depth of the sport. Cook’s praise reflects Apple’s broader ambition to grow its presence in the entertainment space, especially through ventures that fuse innovation with compelling narratives.
In front of a full crowd at Apple’s flagship store in New York City, CEO Tim Cook introduced Brad Pitt, who was met with roaring applause. The actor expressed his enthusiasm, telling fans how thrilled he is for audiences to watch F1: The Movie, which he described as the “most intense and gripping racing film ever produced.”
So excited for everyone to experience @F1Movie in theaters! Brad Pitt, Lewis Hamilton, Damson Idris, and the entire cast and crew have created something truly special. Thank you for bringing the thrill and passion of Formula 1 to life on the big screen! pic.twitter.com/RXx9xvhzwE
— Tim Cook (@tim_cook) June 17, 2025
Before Pitt and Cook made their unexpected entrance, the event featured an energetic panel conversation with the stars and executive producers of Severance—Adam Scott, Patricia Arquette, and Britt Lower—joined by fellow cast members Tramell Tillman, Dichen Lachman, and Jen Tullock. The discussion was led by Entertainment Tonight host Nischelle Turner.
Pitt expressed his enthusiasm for viewers to experience what he called the “most intense and immersive racing movie ever created.” Meanwhile, Cook described the film as essential viewing and highlighted the role Apple’s iPhone camera technology played in its production.
Apple’s engineering team designed a specialized camera unit built from iPhone parts, tailored for installation on Formula 1 cars during real-time races. Although it looks like a traditional broadcast camera, the device houses an iPhone sensor and an A-series processor inside.
