During its Worldwide Developers Conference (WWDC) presentation, Apple unveiled several software updates for its upcoming operating systems (OS), featuring the innovative Liquid Glass visual design coming to iOS 26, iPadOS 28, and macOS 26 later this year. Also, Apple dedicated the opening segment of its 90-minute keynote to showcasing the Brad Pitt-starrer racing film "F1: The Movie," distributed through Apple Original Films.
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Haptic Technology
Apple has now elevated its film promotion strategy by introducing a new innovation for the entertainment industry: the world's first haptic movie trailer.
What Is The Haptic Trailer Experience
The F1 movie preview delivers physical sensations directly to viewers' hands through their compatible iPhones. When users watch the specially designed trailer on compatible devices, the phone generates vibrations that correspond with the on-screen racing action.
During the two-minute preview, iPhone users experience tactile feedback synchronised with the Formula 1 cars' movements. Subtle vibrations accompany scenes like tire changes during pit stops, while more intense sensations match high-speed racing sequences on the track.
Understanding Haptic Feedback Systems
The sensory experience relies on haptic technology, which creates simulated physical touch sensations. Apple achieves these effects through the iPhone's integrated Taptic Engine, a specialised motor component designed to produce precise vibrations on demand.
First-Of-Its-Kind Film Marketing
While haptic technology has been standard in iPhone functionality for years, Apple's implementation for movie trailer promotion represents a completely new application. The F1 racing theme provides an ideal match for haptic technology, given the intense vibrations and physical forces experienced by Formula 1 vehicles during competition.
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