• by Wayne Friedman , Staff Writer, Yesterday

For many, Apple’s brand has a lot to do with quality and innovation -- perhaps much more than any other digital-first brand.

Quantity has never been the ultimate thing, at least at the outset of development -- even with its iconic iPhone. Of course, times have changed.

That is why Apple gets the benefit of the doubt when it takes its time to get things right.

Like now -- when it comes to all things AI, in which critics note Apple is a bit behind other technology companies.

With regard to TV, films and streaming, many would say Apple is also behind to some extent. For example, it doesn’t have the depth of major TV/film studios or those digital-first companies like Amazon or Netflix which have secure rights to massive library TV and film content.

Still, three years ago, an Apple TV+ produced film -- “CODA” -- won what may be the highest entertainment honor: an Oscar for Best Picture in 2022.

In recent periods, other content quality has appeared on its Apple TV+ streaming service. "Ted Lasso," "Severance" and "Shrinking" continue to gain acclaim, as well as other streaming originals.

Now comes "F1," which focuses on Formula 1 car racing. It hopes -- and may need -- to attain summer blockbuster theatrical status, for an expensive $200 million-plus movie starring Brad Pitt, opening on June 27.

And to no one’s surprise, this technology-driven (ah hah!) sport is right up Apple’s driveway, hoping Apple’s brand association -- with a full-scale Apple marketing campaign -- will capitalize on theatergoers' need for speed, resulting in major quality and financial honors.

The film offers massive camera footage (at times 28 cameras running simultaneously), as well as an "inside baseball"-like view of what a driver goes through when zipping around a race course at more than 200 mph.

Of course, this is entertainment where story lines and characters have equal if not more weight. It isn’t always about technology.

Still, Eddie Cue -- the company’s most senior executive and its most fervent creative voice -- including for its Apple TV+ streamer -- is right in the middle of the process. Cue has been a big-time racing buff for a long time.

Apple executives can take heart that though the company is still young in this kind of creative process, it continues to score rising entertainment appeal. A strong creative foundation to build on?

Longtime F1 winning driver Lewis Hamilton is a producer on the movie. He tells Variety: “This is the best racing movie that’s ever been made.”

Given Apple’s somewhat languishing stock market price, it also needs to hit the gas -- with precision. A flat tire? Spin out? Bad pit stop? Your positive racing metaphor for an expensive movie goes here.

No matter. It just needs to win.