‘It’s exponential’: Apple bullish on F1’s 'beautiful' future in the U.S.

Formula 1’s American expansion is no longer a niche experiment. Inside Apple, it’s seen as a long-term growth story with room to explode far beyond its current audience.

Eddy Cue, Apple’s senior vice president of services, argues the sport is still scratching the surface. Early Apple TV data shows younger and female viewership rising sharply, and he points to the Hollywood F1 movie as a catalyst for converting casual interest into fandom.

Why it matters:

F1 has grown from near-zero U.S. relevance to averaging 1.3 million viewers per race on ESPN in 2025. But compared to the NFL’s dominance, it remains small. Apple and F1 CEO Stefano Domenicali see that as an opportunity, not a limitation – the sport aims to become part of daily American culture, not merely a weekend spectacle.

The big picture:

• Cue emphasizes exponential growth potential: “It’s not a 10 or 20 percent. It’s ‘how many times X can we grow it over the years?’”
• Domenicali stresses cultural integration: “To be strong in the U.S., you need to be in the culture… technology, sport, social engagement – Apple helps us be part of everyday life.”
• The goal isn’t to surpass the NFL, but to become impossible to ignore, leveraging Apple’s ecosystem to keep F1 in conversations year-round.

What’s next:

With Apple’s streaming deal and the upcoming movie, F1 is shifting from occasional spectacle to permanent presence. If the sport can embed itself into America’s daily rhythm, the ceiling may be far higher than anyone imagined – and Apple is betting on exponential returns.