“‘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,” Apple Original Films’ new Formula One racing movie starring Brad Pitt, topped the box office charts over the weekend—the first major hit in theaters for the tech giant’s film and television production studios.