Apple Senior Vice-President of Services Eddy Cue expressed strong optimism on Friday regarding a sequel to the successful Brad Pitt-led Formula One movie and revealed the company’s ambitions for broader global television expansion in F1 following its acquisition of U.S. broadcast rights.
Cue, speaking at the Miami Grand Prix, indicated that a follow-up film is highly probable. “I hope and expect there will be one,” he told Reuters when asked about a potential sequel to the Apple Original Films production.
The initial F1 movie, a significant investment costing an estimated $200 million, has already achieved considerable commercial success, grossing $634 million according to IMDb data.
Context: Apple’s Growing F1 Footprint
This season marks a significant shift in Formula One’s media landscape in the United States, with Apple TV+ taking over as the exclusive broadcaster from ESPN. The subscription service is providing live coverage of all 24 Grand Prix rounds.
Cue stated that Apple is pleased with the reception of its F1 broadcast coverage. He emphasized the company’s commitment to playing a substantial role in the sport’s continued growth.
Global Ambitions and U.S. Focus
While Apple’s current focus is on establishing a strong presence in the lucrative U.S. market, Cue acknowledged broader aspirations. “The sport doesn’t get licensed on a global basis,” he noted.
“Do I hope that we are able to grow into other areas and markets? Yeah, I do,” Cue added. “But starting in the U.S., which is a huge market for us, and being able to build from there, is definitely the right way to do it.”
The strategy hinges on making the current U.S. venture a resounding success. “And that’s what we are focused on right now. The easiest way for us to continue growing is to make sure we turn this into a huge success. And then of course it would be great to expand it.”
Leadership Support for F1
Cue also highlighted the internal enthusiasm for Formula One within Apple’s leadership. He suggested that the recent appointment of John Ternus as the new CEO, replacing Tim Cook, would further solidify the company’s relationship with the sport.
“John actually drives a Porsche and does amateur racing,” Cue explained. “He would actually be here this weekend but he’s at Laguna Seca.”
“So rest assured, if anything, he’s going to be at more races even than Tim. He’s a huge, huge fan of F1, and he’s known about this; he’s a huge supporter. So you’ll continue to see his full support.”
Commitment to ‘Going All In’
Apple’s approach to its ventures, including Formula One, is characterized by a full commitment. “When we do something, we don’t do things halfway. The things that we do, we go all in,” Cue asserted.
The company believes its involvement will significantly benefit motorsports. “So we believe without a doubt that this is going to make a huge difference in what we can do to help motorsports.”
Future Outlook
Apple’s multi-faceted engagement with Formula One—spanning film production, exclusive U.S. broadcasting, and potential global media rights—signals a deep strategic investment. The success of the F1 movie and the strong reception of the live broadcasts are paving the way for further integration. Attention will be on whether Apple can leverage its U.S. success to secure broader international broadcast rights and how this expanded media presence will influence F1’s global popularity and commercial growth in the coming seasons.
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