Core Insights - Apple is making a significant push into the theatrical film market, committing to an annual investment of $1 billion since its entry three years ago [2][4] - The company has adopted a high-profile strategy, collaborating with renowned directors and high-budget productions, but has faced challenges in the box office [4][6] - The upcoming film "F1" is seen as a critical test for Apple's film strategy, with a production cost of $300 million and high expectations for its global box office performance [9][11] Investment Strategy - Apple has produced four major films in the past two years, including "Killers of the Flower Moon" with a budget of $215 million and "Napoleon" exceeding $200 million [2][4] - Despite the high costs, box office returns have been disappointing, with "Killers of the Flower Moon" earning only $159 million globally, and "Napoleon" achieving $220 million, which is still below expectations [4][6] - The company is more focused on enhancing the brand value of Apple TV+ through these high-profile projects rather than solely on box office success [4][11] Competitive Landscape - Amazon has taken a more diversified approach in the film industry, balancing between streaming and theatrical releases, and has seen success with films like "Manchester by the Sea" [5][6] - Apple's strategy appears more singularly focused on big-budget productions, which may limit its flexibility compared to Amazon's multi-faceted approach [5][6] Future Outlook - "F1" is positioned as a pivotal project for Apple, with expectations that it will not only perform well at the box office but also enhance the popularity of F1 racing in the U.S. market [9][11] - The film is part of a broader strategy to leverage high-quality content as a means to strengthen Apple's brand influence, rather than merely a profit-driven venture [11][12]