Apple has launched an innovative promotional campaign for its upcoming sports drama film F1, offering viewers a unique tactile experience through Haptic Touch technology on iPhone. This immersive feature allows users to physically feel the thrill of Formula 1 racing—right in the palm of their hand.
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A Sensory Revolution in Film Advertising
The interactive ad centers around the character Sonny Hayes, played by Brad Pitt, seated inside the cockpit of a Formula 1 car. As the car accelerates, the iPhone vibrates in sync with the engine's power and the high-speed dynamics of racing. The vibrations are precisely aligned with the music and visuals, creating an intense, multi-sensory experience unlike any traditional trailer.
Apple confirmed that the ad is now available via the Apple TV app and the App Store, and functions exclusively on iPhones running iOS 18.4 or later, with no additional setup required.
The Film: A Comeback Story on the Fast Track
F1 follows Sonny Hayes, a 1990s Formula 1 legend whose career was cut short by a devastating crash. Years later, he is invited by his former teammate Ruben Cervantes (played by Javier Bardem) to return to racing with Apex Grand Prix, alongside rising star Joshua Pearce (played by Damson Idris). Though initially hesitant to mentor the younger generation, Hayes accepts the challenge—seeking redemption and one final shot at greatness.
The cast also includes Kerry Condon, Tobias Menzies, and Kim Bodnia. The film is directed by Joseph Kosinski (Top Gun: Maverick) with a screenplay by Ehren Kruger, and is set to premiere in theaters and IMAX on June 27, 2025.
Haptic Touch: Where Storytelling Meets Sensation
Apple’s Haptic Touch—first introduced in 2015—relies on the Taptic Engine, a specialized vibration motor that delivers precise, high-frequency feedback. This allows users to feel subtle, context-sensitive vibrations when interacting with apps, media, and now, even cinematic trailers.
In the F1 ad, this technology has been elevated into a narrative tool, synchronizing physical feedback with dramatic visuals to simulate the sensation of actually being in the race. It reflects Apple’s broader vision of integrating physical senses into digital experiences.
Part of a Bigger Cinematic Strategy
This sensory innovation aligns with Apple’s expanding role in the film industry. The company is investing heavily in original content and recently unveiled its new regional headquarters in Culver City, Los Angeles, adjacent to Sony Pictures Studios. The new space spans over 50,000 square meters, reinforcing Apple’s growing influence in Hollywood.
With the F1 trailer, Apple isn't just marketing a movie—it’s redefining how audiences interact with cinema in the age of smart devices.
