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Apple’s not done revving the engine
Apple’s services boss Eddy Cue basically said the company wants more Formula One action after the success of its Brad Pitt F1 movie. A sequel is likely, and Apple is also hoping to broaden its TV presence around the sport after locking down U.S. broadcast rights.
Why this matters for your portfolio
This isn’t just movie trivia for racing fans. Apple keeps pushing deeper into sports and entertainment because that stuff can feed the Services machine — subscriptions, viewership, and a stickier ecosystem. In other words: if Apple can make F1 feel like a must-watch event, it can keep users hanging around its app and TV universe instead of drifting off to someone else’s platform.
The bigger play
The move also shows Apple is still acting like a media company with a trillion-dollar balance sheet. That’s not exactly a bad hand to play. A hit sequel plus broader global distribution could give Apple another way to monetize premium content and sports fandom, especially outside the U.S.
Big picture: Apple isn’t just buying attention anymore — it’s trying to own the thing people care enough to come back for every week.