Theater owners want to see more from Apple at a time when they’re often struggling with a lack of compelling material, especially for grown-ups. With 'F1,' they saw a glimpse of hope.

The Movie" has included notifications, vibrating trailers, surprise star visits, and more.The film's marketing includes immersive experiences on the AppleTV app and a Met Gala nod.It's not clear how much Apple spent making and promoting "F1" — but it is clear the iPhone giant put on the red carpet for it.

Based on early box office results and positive reviews, it looks like F1: The Movie has the potential to be a summer blockbuster, and likely Apple's most successful film ever. Apple has a hit on its hands, but it has seemingly gone a step or two too far with pushing the film on its customers. Hopefully, this is not the new norm.