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Apple’s Cue expects F1 movie sequel, hopes for more global TV expansion |
Speaking at the Miami Grand Prix, Cue said, “I hope and expect there will be one,” when asked about a follow-up to the Brad Pitt-led film.
That confidence is rooted in how well Apple says the project has performed so far.
Reuters reported that the movie cost an estimated $200 million to make and grossed $634 million worldwide, helping position it as one of Apple’s most visible original-film successes.
Cue’s comments suggest Apple sees the film not just as a one-off entertainment hit, but as part of a broader sports-and-media strategy tied to Formula One’s growing popularity.
The timing is also significant. Apple TV took over as the exclusive U.S. broadcaster of Formula One this season, replacing ESPN and carrying live coverage of all 24 rounds.
Cue said Apple is thrilled with how the coverage has been received and believes the company can play a major role in growing the sport, starting with the American market.
Apple’s current approach is clearly U.S.-first, but not U.S.-only.
Cue explained that Formula One’s rights are not licensed globally in the same way, yet he hopes Apple can expand into more regions over time.
“Starting in the U.S. which is a huge market for us, and being able to build from there, is definitely the right way to do it,” he said, adding that it would be “great to expand” further.
That expansion mindset is already visible in how Apple is treating race weekends.
AP reported that Apple used Miami as a showcase for its first year carrying Formula One, highlighting 4K Dolby Vision, 5.1 surround sound, multi-view options, and companion content such as pre- and post-race shows.
Cue said almost a third of viewers have taken advantage of multiview, underscoring Apple’s effort to make F1 viewing more interactive and premium.
Apple is also building a wider content ecosystem around the sport.
The company has launched programs such as Circuits in Focus, which previews track strategy, and POV, a technical post-race analysis show.
It has also added on-demand qualifying recaps, driver playlists in Apple Music, circuit maps in Apple Maps, and F1 content across Apple News and Podcasts.
The bigger picture is that Apple appears to be treating Formula One as more than a broadcast deal.
The company is using film, live sports, digital services, and event-style presentations to deepen engagement with a younger, more global audience.
That strategy mirrors the same logic behind the original F1 film: use storytelling to widen the sport’s cultural reach, then convert that attention into long-term fan growth.
That is an inference based on Apple’s film, streaming, and broadcast moves described in Reuters and AP.