“‘F1’ is going to be Apple’s biggest release at the box office by far,” says David A. Gross, who runs the FranchiseRe movie consulting firm. “This film looks like the successful business model Apple has envisioned and wanted to execute for several years.”

F1: The Movie has given Apple its first-ever box office hit. The racing movie starring Brad Pitt and directed by Joseph Kosinski dominated the weekend box office in North America and also globally on its debut, raking in $55.6 million in the U.S. and Canada, and about $144 million worldwide, making it the top-performing release.