Apple on F1 US push: ‘We will bring everything we have to bear’

Apple is revving up for its Formula 1 debut in the United States with the confidence of a tech titan — and the ambition of an exclusive broadcaster determined to flood the grid with visibility.

As the sport’s new exclusive US rights holder, the Silicon Valley giant is promising not just coverage, but a full-ecosystem blitz designed to pull Formula 1 into every corner of its digital and physical universe.

From iPhones to storefronts, from streaming platforms to soundtracks, Apple intends to make F1 impossible to ignore in America.

‘We Will Bring Everything Apple Has to Bear’

Speaking about the company’s strategy, Apple Senior Vice President of Services Eddy Cue made it clear that the approach will be all-encompassing rather than confined to a single app or channel.

“We're going to take advantage of everything Apple has,” Cue told US website RACER this week.

“Whether it's Apple News, we have a great sports app that people use, we have music – music is a big part of Formula 1 – all the touch points. We have retail stores in the United States in every major city. We will bring everything Apple has to bear.

“The ['F1'] movie itself also was another big factor in that. That exposed a lot of people to Formula 1 for the first time. And we know all the people that watched the movie – we're going to let them know that now they can watch the races. So it's a great opportunity.”

The message is unmistakable: Apple isn’t simply broadcasting races – it’s marketing a lifestyle, using its vast network of platforms and hardware to turn curiosity into fandom.

A New Viewing Experience in High Definition

Beyond reach, Apple is also betting big on quality. Cue promised a visual leap that aims to redefine how motorsport looks on screen, paired with interactive tools that hand viewers more control than ever before.

“One of the first things you're going to see is a quality of video you've never seen before. Because we take 4K, but we don't compress it at the levels that people are used to. So the first time you tune in, you're going to go, ‘Wow, I've never seen 4K like this.’

“We're going to have a single button where you can follow not just the race, but the teams. That's your favorite team with the data.

“We’ve got iPhones that we're going to put in different places that you've never been able to… I think one of the things that we learned from the movie is different camera angles that you can use that show the incredible athletes that these drivers are.

“The G-force that they take, how difficult it is to drive that car for two hours at the speeds that they're doing, it’s amazing.”

Following the success of F1 The Movie, produced by Apple Original Films, Cue even left the door ajar for more cinematic ventures, quipping, “I hope so – the first one was pretty good! But the good news is we've got 24 movies coming up this year.”

Formula 1 CEO Stefano Domenicali, while more measured, echoed the excitement surrounding the sport’s Hollywood crossover.

“Stay tuned,” he said. “We're gonna tell you something more in the future. I would say never say never, but we need to digest still the success of this movie, because it’s something unique.

• Read also: Domenicali explains why F1 isn't racing into movie sequel

“And if you want to think of a new one, it has to be really very, very good. Therefore, if this will happen, it will not be for next year. But maybe next year we're gonna be here [at the Apple TV summer previews].

“Hopefully we’re gonna have something more to announce on that.”

With Apple’s vast digital reach now aligned with Formula 1’s accelerating popularity in the US, the sport isn’t just entering a new broadcast era – it’s plugging into one of the most powerful promotional engines on the planet.

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