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Apple CEO and Brad Pitt Promote 'F1 The Movie' at Fifth Avenue Store
- Apple CEO Tim Cook and Brad Pitt surprised fans at Apple's Fifth Avenue store to promote the upcoming Apple Original Film 'F1 The Movie'.
- Brad Pitt called the movie the 'most visceral racing film ever made' during the appearance.
- Tim Cook highlighted the film's authenticity and Apple's use of iPhone camera technology for immersive in-car footage.
- Apple's engineering team created a custom camera module using iPhone components for mounting on Formula 1 cars during races.
- The module withstands extreme speeds, designed to capture footage in Apple's ProRes format.
- Directed by Joseph Kosinski and produced by Jerry Bruckheimer and Lewis Hamilton, the film stars Brad Pitt as a veteran driver making a comeback.
- 'F1 The Movie' opens globally in theaters and IMAX on June 27, featuring a haptic trailer using iPhone's Taptic Engine.
- The surprise appearance followed a panel discussion with 'Severance' cast members on Apple TV+ show.
- Wired discussed the engineering challenges behind the Apple-made camera module.
- Apple has released a haptic trailer on the TV app to create vibrations that sync with on-screen action.
- The partnership blends film production with innovative technology.
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