Apple is undertaking aggressive negotiations to secure exclusive U.S. broadcast rights for Formula 1 starting in 2026. The strategy marks a significant shift for Apple TV+, introducing premium live sports to a platform already dedicated to high‑quality entertainment and specialist sports such as Major League Baseball and Major League Soccer. The move aims to establish Apple in the competitive live‑sports broadcasting arena largely dominated by cable giants and large tech streaming competitors.
Apple’s interest aligns with the rapid surge in Formula 1’s U.S. viewership. Since the launch of the series “Drive to Survive” and the addition of U.S. races in Miami and Las Vegas, average race viewership has climbed to approximately 1.3 million. The sport’s appeal continues to grow across younger demographics—a trend evidenced by the theatrical success of “F1: The Movie,” which grossed close to $300 million globally. Analysts estimate that U.S. media rights might command around $120 million annually by 2026—up considerably from the current annual cost of around $85 million for ESPN.
Securing F1 rights would complement Apple’s expanding sports strategy, enabling it to diversify its streaming catalog and offer subscribers high‑octane live content. Such rights could also boost hardware ecosystem sales by giving Apple TV+ subscribers exclusive access. For Formula 1 and Liberty Media, Apple’s deeper pockets and market reach make them a powerful broadcast partner, with potential for enhanced global marketing and technology synergies.
However, the strategic fit raises critical questions. Will Apple offer broad distribution through bundled cable deals or restrict viewers to its own platforms and hardware? Exclusive access may hamper broader audience reach, especially among traditional cable subscribers. Additionally, industry watchers anticipate the possibility of third‑party bids—industry leaders like Netflix or Amazon Prime may enter the race, driving up valuation and deal structure complexity.
For viewers, a move to Apple TV+ would likely change how they watch F1. Those used to ESPN’s cable‑plus‑streaming model could face subscription changes or additional hardware costs. Apple might counter this with flexible pricing options—like race‑by‑race passes or collaboration with cable providers to include streaming access without requiring Apple devices.
If successful, this strategy could accelerate Apple’s sports ambitions beyond F1. The company might pursue rights to other premier leagues—such as PGA golf, ATP tennis, or NHL hockey—to solidify Apple TV+ as a live‑sports destination. Upcoming U.S. entrants like Cadillac joining F1 and more American‑based races point to growing domestic momentum in the sport. Smart integrations—such as interactive race stats through Siri, Apple Watch tie‑ins, or race alerts—could differentiate Apple’s coverage from competitors.
Apple’s bid for U.S. F1 rights fits a broader trend—tech platforms acquiring premium live sports to boost subscriptions and engagement. The move aligns strategically with Apple’s ecosystem and demographic targets. Success will hinge on balancing accessibility, subscription pricing, and seamless user experiences. If executed well, this could reshape live‑sports streaming and elevate Apple TV+'s profile. However, success depends on negotiating flexible distribution terms, avoiding exclusionary access, and delivering engaging, accessible broadcasts to both traditional and new audiences.