Apple CEO Tim Cook has shared a short promotional video that highlights Apple’s new role as the United States home of Formula 1. The clip takes place at Apple Park and shows Cook driving a small campus buggy along the ring road before stopping next to Dutch racing driver Max Verstappen. The moment plays out like a Formula 1 pit stop and adds a playful tone to Apple’s growing involvement with the sport.
In the video, Cook pulls into a makeshift pit area labeled “Tim Box Box,” a reference to the radio call teams use when they want drivers to enter the pits. A quick tire change follows, with a crew rushing in and performing a fast stop that mirrors the choreography of real Formula 1 pit teams. Cook then drives away as the short clip ends.
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According to Apple, the video supports the company’s push to promote its new Formula 1 broadcasting partnership in the United States.
Apple TV now carries full F1 coverage
Starting with the 2026 season, Apple TV has become the exclusive U.S. broadcaster for Formula 1 races. The service streams every practice session, qualifying session, Sprint race, and Grand Prix live and on demand through the Apple TV app.
Apple has also expanded F1 coverage across its ecosystem. The Apple Sports app tracks races, Apple News provides race updates, Apple Maps includes circuit maps, and Apple Music offers race audio coverage.
The partnership launched alongside the 2026 Formula 1 season, which opened with the Australian Grand Prix. Apple says Apple TV subscribers in the United States can watch the entire season with 4K video, Dolby Vision, and multiple onboard camera feeds.
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