Apple has taken movie marketing into uncharted territory with the launch of the world’s first haptic movie trailer, offering fans a chance not just to see and hear—but also to feel—the adrenaline of Formula 1 racing.
The groundbreaking trailer promotes F1: The Movie, the highly anticipated racing drama starring Brad Pitt and directed by Joseph Kosinski, best known for Top Gun: Maverick. But this is no ordinary film preview. Using the iPhone’s built-in Taptic Engine, the trailer delivers synchronized vibrations that correspond to the high-speed action on screen.
As Formula 1 cars scream down straightaways, dive into tight corners, or slam into pit lanes, viewers feel each moment pulse through their devices with a range of intensity—bringing the raw energy of the racetrack into the palm of their hand.
The immersive trailer is available to iPhone users through Apple’s native video and entertainment platforms, with full haptic functionality supported on recent iPhone models.
This innovative rollout marks a bold fusion of Apple’s hardware and software capabilities, showcasing the company’s continued push to blur the lines between technology and storytelling. Industry observers say it’s also a savvy way for Apple to differentiate its film offerings as the company continues expanding into original content and theatrical releases through Apple Studios.
“F1: The Movie is built on sensory detail and emotional intensity,” said one Apple executive involved in the project. “Delivering that experience through touch was the next logical step—and one only Apple could truly offer.”
The film itself has already drawn attention for its ambitious production, with real F1 teams and circuits involved in the shoot, and Brad Pitt playing a fictional racing veteran pulled back into the sport. With Kosinski at the helm and Apple’s deep pockets backing the project, expectations for the film—and now its trailer—are high.
Analysts say the haptic trailer may mark the beginning of a new trend in mobile entertainment, particularly as streaming platforms look for ways to stand out in a saturated market. Whether this becomes a standard for future releases remains to be seen, but Apple’s latest move is certainly raising the bar for immersive marketing.
