Apple's Eddy Cue Sees Exponential Growth Potential for F1 in the US

Apple's senior vice president of services, Eddy Cue, believes Formula 1 has the opportunity for exponential long-term expansion in the United States. Speaking at the Autosport Business Exchange Miami, Cue highlighted that ratings for the first three races of the season were "way up" on linear TV compared to last year, with viewership growing across the entire race weekend. This comes as Apple prepares to take over US broadcasting rights from 2026.

Why it matters:

F1's popularity in the US has skyrocketed in recent years thanks to Netflix's "Drive to Survive" and a growing calendar of American races. Apple's entry as the exclusive broadcaster signals confidence that the upward trend is far from over. Cue emphasized that F1 attracts a much younger audience than any other major sport, and female participation is "way up" — key demographics that advertisers covet.

The big picture:

Rather than chasing the NFL's massive numbers, Cue sees a "huge amount of growth" ahead by competing with leagues like the NHL and Major League Baseball. He pointed to the effect of the F1 movie, where audiences who had never seen a race became interested after watching. "I don't know how many millions, but it's exponential," he said, adding that the question is not about 10% or 20% growth, but "how many times X can we grow it over the years?"

What's next:

With Apple's marketing muscle and a strong US race presence — including Miami, Austin, and Las Vegas — F1 is positioned to capture a new generation of fans. Cue's confidence suggests the sport's American audience could multiply significantly in the coming years, especially as younger and female viewers continue to tune in.