“‘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” debuted with $55.6 million in North American theaters and $144 million globally over the weekend.

Apple pushed ads for Brad Pitt’s F1 movie into the one iPhone app it should never touch, Wallet, so I’m not going to see it.