This past weekend, Apple popped the champagne as its new blockbuster, "F1," raced to a stunning success at the box office, marking the studio's first major hit. Featuring Brad Pitt as a down-and-out Formula One driver brought out of retirement, the film raked in $57 million domestically and a whopping $146.3 million globally in its opening weekend.

Despite its hefty production budget of around $250 million, which means it needs to keep hitting the ground running to turn a profit, these figures signal a promising win for Apple’s foray into the realm of theatrical releases.

After struggling with several high-profile flops over the past six years— like Martin Scorsese's "Killers of the Flower Moon" and Ridley Scott's "Napoleon"— Apple found itself at a crossroads, contemplating whether to recalibrate its cinematic strategy altogether.

But with the unexpected success of "F1," insiders now believe that this film could be the catalyst for Apple to continue pursuing theatrical avenues, as it signals a much-needed shift in the company's approach.

Industry analyst David A. Gross remarked, "‘F1’ is poised to be Apple’s biggest box-office release so far, demonstrating the successful model Apple has hoped to achieve for years."

Back in 2023, Apple committed to spending $1 billion annually on theatrical releases; however, the project lineup is still sparse beyond the upcoming Spike Lee film, "Highest 2 Lowest." With multiple films like Ryan Reynolds’ "Mayday" and other projects from “F1” director Joseph Kosinski in development, the future looks intriguing.

Meanwhile, discussions of a sequel to "F1" are reportedly underway. What's next for Apple as it navigates this exhilarating—and sometimes treacherous—world of cinema?

Four Paths Ahead for Apple’s Film Strategy

Path 1: Accelerate Towards Theatrical Releases

Apple has the potential to fully embrace theatrical releases, similar to Amazon MGM's ambitious plans. However, this would require substantial investment in a distribution team to support a broader film slate. While Apple’s resources are vast, building a global distribution arm is a monumental task, as major studios invest heavily to ensure seamless worldwide operations.

Path 2: Focus on Passion Projects

Apple could choose to remain selective, opting for high-quality, one-off projects that align with its values. The tech giant has already demonstrated its willingness to invest in talent and innovative productions. This path allows Apple to avoid significant distribution burdens while ensuring that it collaborates with top-tier directors and stars.

Path 3: Embrace Streaming Dominance

Taking a page from Netflix, Apple could pivot towards a strategy that prioritizes streaming over extensive theatrical releases. By offering limited box office runs for select films, the company could maintain its brand image without the pressures of box office performance, allowing it to attract big names without the burden of financial scrutiny.

Path 4: Acquire a Major Studio

With a hefty cash reserve of $30 billion, Apple might consider acquiring an established Hollywood studio. While speculation around a potential Disney acquisition has circulated, other studios like Lionsgate or Warner Bros. might be more willing to sell and could provide Apple with the necessary infrastructure to bolster its theatrical ambitions.