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Apple CEO Tim Cook today shared a short promotional video on social media highlighting Apple's new role as the U.S. home of Formula One.
The clip takes place around Apple Park and shows Cook driving a small campus buggy along the ring road before pulling up beside Dutch racing driver Max Verstappen. The scene plays out like a Formula 1 pit stop, with the buggy stopping at a makeshift pit area labeled "Tim Box Box," a reference to the radio phrase used by F1 teams to call drivers into the pits.
During the stop, a rapid tire-change sequence unfolds, parodying the high-speed choreography of real Formula 1 pit crews. After the brief stop, Cook accelerates away from the pit box.
The light-hearted video is part of Apple's wider promotional push around its new Formula 1 broadcasting partnership. Beginning with the 2026 season, Apple has become the exclusive U.S. broadcaster of Formula 1 races through the Apple TV app, which now carries every practice session, qualifying session, Sprint race, and Grand Prix live and on demand.
Apple has been heavily promoting the partnership across its ecosystem, including features in the Apple Sports app, race coverage integrations in Apple News, circuit maps in Apple Maps, and audio race broadcasts on Apple Music.
The promotional clip also comes shortly after the start of 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.
This article, "Apple CEO Tim Cook Takes a Pit Stop in New Video to Promote F1" first appeared on MacRumors.com
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Thanks for the tune up @Max33Verstappen. Next time, we race. pic.twitter.com/8jf551iD9s
— Tim Cook (@tim_cook) March 10, 2026
The clip takes place around Apple Park and shows Cook driving a small campus buggy along the ring road before pulling up beside Dutch racing driver Max Verstappen. The scene plays out like a Formula 1 pit stop, with the buggy stopping at a makeshift pit area labeled "Tim Box Box," a reference to the radio phrase used by F1 teams to call drivers into the pits.
During the stop, a rapid tire-change sequence unfolds, parodying the high-speed choreography of real Formula 1 pit crews. After the brief stop, Cook accelerates away from the pit box.
The light-hearted video is part of Apple's wider promotional push around its new Formula 1 broadcasting partnership. Beginning with the 2026 season, Apple has become the exclusive U.S. broadcaster of Formula 1 races through the Apple TV app, which now carries every practice session, qualifying session, Sprint race, and Grand Prix live and on demand.
Apple has been heavily promoting the partnership across its ecosystem, including features in the Apple Sports app, race coverage integrations in Apple News, circuit maps in Apple Maps, and audio race broadcasts on Apple Music.
The promotional clip also comes shortly after the start of 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.
Tags: Apple TV Plus, Tim Cook
This article, "Apple CEO Tim Cook Takes a Pit Stop in New Video to Promote F1" first appeared on MacRumors.com
Discuss this article in our forums
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