Apple continues to strengthen its partnership with Formula 1 through a series of new promotional campaigns. The latest effort features a lighthearted video starring Apple CEO Tim Cook and Formula 1 champion Max Verstappen.
In the short clip shared on social media, Verstappen playfully “tunes up” Cook’s golf cart. Cook then jokingly challenges the four-time world champion to a race the next time they meet. The exchange highlights Apple’s growing effort to connect with Formula 1 fans worldwide.
Verstappen also reposted the video and joked about the speed limit at Apple Park, adding humor to the promotion.
Apple TV’s Growing Role in Formula 1
The promotional video supports Apple’s expanding role in the Formula 1 media landscape. In October 2025, Apple TV secured the official U.S. streaming rights for Formula 1 through a five-year deal that runs until the 2030 racing season.
This agreement marked a major milestone for Apple’s streaming platform. It also positioned Apple TV as a central hub for motorsport content in the United States.
Apple has steadily increased its involvement with Formula 1 content. The company continues to release promotional clips, social media content, and exclusive features tied to the sport.
Success of Apple’s F1 Movie Project
Apple’s partnership with Formula 1 also includes film and entertainment projects. One major example is “F1: The Movie,” which premiered on Apple TV.
The film quickly became the most watched movie on the platform. It also became the highest-grossing film in actor Brad Pitt’s career.
Because of its success, industry observers now speculate that a sequel may already be in development.
Expanding the F1 Ecosystem
Apple’s Formula 1 strategy extends beyond streaming and film. The company plans to integrate racing content across several Apple services.
For example, Apple Music may feature curated playlists inspired by Formula 1. Meanwhile, Apple Vision Pro could provide immersive track-side experiences for fans watching races.
Apple already showcased some of these ideas during the Red Bull 2026 Formula 1 launch event. Presenters used Apple Vision Pro during segments connected to Red Bull Ford Powertrains.
Racing Toward a Bigger Fanbase
The 2026 Formula 1 season began on March 7, giving Apple a fresh opportunity to expand its audience. Through creative marketing, exclusive content, and new technology experiences, Apple aims to bring Formula 1 to a wider global audience.
By blending sports, entertainment, and technology, Apple hopes to turn its Formula 1 partnership into a long-term success story for both the racing world and its growing streaming platform.
