Apple’s New Film Plans and the People Behind Them

At a film festival in Cannes, Apple’s head of entertainment talked about future movies and how the company works. He said a new “F1” movie could be in the making with Hollywood producer Jerry Bruckheimer. The two also discussed a UFO film that might reveal government secrets, showing Apple’s interest in big stories. Apple hasn’t yet approved a second “F1” film, but the leader of Apple’s media team hopes one will come. He praised his crew for their hard work and said the company is only at the beginning of its journey in movies. Bruckheimer praised Apple’s team and said he enjoys working with them because they are easy to collaborate with. The first “F1” film earned over $600 million worldwide and starred Brad Pitt. It was Apple’s most successful movie to date, according to the entertainment head. He explained that Apple still follows ideas he learned from Steve Jobs, who believed every story must be strong. Apple’s streaming service was launched without buying other shows. Instead, the company created its own titles to start with a small number of original programs. The decision was risky, but it set Apple apart from competitors who bought many shows.Two years ago, the entertainment leader hired two former Sony executives to lead Apple’s film and TV division. He chose them because he believed they would help build a strong creative team. Reese Witherspoon and Jennifer Aniston were among the first people who believed in Apple’s new shows. The company’s first big hit, a morning‑show drama, helped launch its streaming service. Apple has earned many awards for its films and shows. A musical adaptation of a popular series won a Tony award, and an Apple film won an Oscar. The company also received a Grammy for a song from the “F1” movie and several Emmy awards. Success, he said, comes from hiring talented people and working closely with them. Bruckheimer noted that no one can predict if a film will be a hit. He shared his experience of films that did well and those that didn’t perform as expected. The entertainment head has worked at Apple since 1989, starting with the iTunes store and later the App Store. He thanked Apple for recognizing his work at Cannes, saying it was a surprise and a proud moment. He praised Bruckheimer for continuing to create great stories.