Apple has taken an unconventional step in promoting F1, its upcoming racing film starring Brad Pitt, by releasing a haptic-enabled trailer designed to enhance the viewer’s experience directly on iPhones. Available only through the Apple TV app, this version of the trailer introduces tactile feedback that simulates the sensation of high-speed racing, as engines rev and cars roar past.
The move comes amid speculation about the future of big-budget films on Apple TV+, following a string of underwhelming box office performances. With F1 potentially representing Apple’s last major theatrical gamble, the company appears to be pulling out all the stops to ensure it makes an impression. From prominent features during the WWDC 2025 keynote to a wave of trailers—teasers, IMAX promos, and now a haptic experience—Apple is throwing significant weight behind the film’s marketing.
The haptic trailer itself offers a new layer of immersion. As F1 cars tear through tight corners or launch from the grid, the iPhone responds with precise vibrations—sometimes favoring one side of the device, adding a directional feel to the motion. The result is a tactile dimension that attempts to mimic the physical thrill of high-performance motorsport, albeit on a much smaller scale. Even more subtle moments, such as Pitt’s character bouncing a ball, trigger gentle pulses, indicating the system’s range of sensitivity.
While the visuals are largely the same as in earlier trailers—highlighting Pitt’s character being recruited to an F1 team, inner-team conflicts, and cinematic race footage—the haptic integration distinguishes this version. A short but effective sequence featuring silence, a black screen, and no vibration adds contrast, amplifying the impact of the tactile moments that follow.
F1 is scheduled for theatrical release on June 25. Whether the haptic trailer will meaningfully boost audience interest remains to be seen, but it reflects Apple’s increasing willingness to experiment with platform-native features in its promotional strategy.
More broadly, the trailer signals a shift in how content might be marketed through Apple’s ecosystem. By leveraging the iPhone’s haptic engine, Apple is not just selling a movie—it’s demonstrating a product capability, weaving together hardware, software, and media to create a unique, albeit niche, viewer experience.
Watch the trailer on the Apple TV+ app on your iPhone.
