Apple launches aggressive marketing for its new racing film F1, while luxury automakers step back from supporting the company’s new CarPlay Ultra software. TF examines Apple’s blockbuster film campaign and the backlash from key car brands regarding Apple’s expansion of its in-car system.
What’s Happening & Why This Matters
Apple promotes F1 The Movie, set to premiere on June 27, with an unusual tactic — sending Wallet users an Apple Pay notification. This notification offers “$10 off 2+ tickets to F1 The Movie at Fandango,” encouraging users to apply the promo code “APPLEPAYTEN” and use Apple Pay for the discount. While the offer appeals to moviegoers, it feels intrusive to some, echoing Apple’s 2014 U2 album push that annoyed millions.
The movie reportedly had a production budget rumored to be between $200 and $300 million, though the director disputes those numbers. This marks Apple’s first serious push into the summer blockbuster market, with everything from haptic trailers to targeted ads designed to grab attention on iPhones.
Meanwhile, Apple faces resistance with CarPlay Ultra, an ambitious system that fully integrates iPhone software across a vehicle’s multiple screens, allowing customization based on the car maker’s branding. Despite initial enthusiasm, many luxury brands have cooled on the idea. While Aston Martin, Hyundai, Kia, and Genesis remain committed partners, others like Audi, Mercedes-Benz, Polestar, Renault, and Volvo have no plans to support CarPlay Ultra. Jaguar Land Rover is still undecided, and Porsche plans to integrate this in future vehicles.
This hesitance stems from fears of Apple gaining too much control over the car’s in-cabin tech. GM already dropped support for CarPlay and Android Auto due to stability problems. EV maker Rivian prefers to control its digital ecosystem, refusing to surrender critical user interface space to Apple.
Simon Middleton, a McKinsey partner, notes, “Western carmakers are figuring out how to find growth in a market near its peak in car sales. In the competitive premium segment, differentiation matters.” This explains their cautious approach to Apple’s system, as they seek to maintain their unique branding and customer experience.
Apple’s aggressive film marketing and automakers’ cautious stance on CarPlay Ultra present varied challenges for the company in the entertainment and automotive spaces. While Apple pursues new markets, traditional partners hold their ground.
TF Summary: What’s Next
Apple’s F1 film campaign showcases its entry into Hollywood, combining tech and entertainment with aggressive promotions. Watch how consumers react to this marketing push and whether it establishes an accepted digital campaign style.
In the auto-tech sector, expect continued negotiations as Apple attempts to accelerate CarPlay Ultra adoption. Automakers are weighing the benefits of the partnership against retaining control over the user experience. The dynamics between tech and manufacturers will mold future joint ventures.
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