Apple’s first season as Formula 1’s exclusive U.S. broadcaster is already turning heads, and the company has made it clear: this is just the beginning.
Speaking at the Autosport Business Exchange Miami ahead of the Miami Grand Prix, Apple Senior Vice President Eddy Cue revealed that viewership through the first three rounds is “way up” compared to last year’s ESPN figures. While official numbers haven’t been released, both Apple and F1 executives are reportedly thrilled with the early results—a strong start for a partnership that officially kicks off in 2026.
But Cue didn’t stop at celebrating the numbers. He dropped a clear hint about Apple’s global ambitions for the sport. “Starting in the United States, which represents a huge market for us, and then building from there, is undoubtedly the best strategy,” he said. “I hope we can expand into other markets.”
That’s about as direct a statement of intent as you’ll hear from the tech giant. Apple currently holds U.S. rights only, but the company is signaling it wants a bigger piece of the F1 pie worldwide.
The deal, a five-year partnership announced earlier this year, brings every F1 race exclusively to Apple TV+ in the United States starting in 2026. Apple is reportedly paying around $150 million per season—nearly double what ESPN had been paying, and a far cry from the sub-$5 million deals (and even free contracts) F1 signed in the late 2010s and early 2020s.
This isn’t Apple’s first brush with F1 success. The company’s involvement follows the global phenomenon of F1 The Movie, starring Brad Pitt and Damson Idris, which became the highest-grossing sports film of all time. That momentum appears to have carried over into the broadcast partnership.
What’s particularly exciting for the sport’s future is who’s tuning in. Cue highlighted that Apple is laser-focused on growing two key demographics: younger viewers and female fans. Early data confirms movement in both groups—a promising sign for F1’s long-term health in the U.S.
Apple isn’t just broadcasting races; it’s weaving F1 content across its entire ecosystem. From Apple News and Apple Maps to Apple Music, Apple Sports, and even Apple Fitness+, the sport is getting exposure on a platform scale no traditional broadcaster can match.
For fans, that means more ways to engage with the sport—whether you’re checking race results on your phone, listening to driver playlists, or tracking lap times on your watch. And for Apple, it means a powerful entry point into the global motorsport market.
If the first three rounds are any indication, this partnership is already shifting gears faster than anyone expected.