Apple CEO Tim Cook Takes a Pit Stop in New Video to Promote F1

[MacRumors]

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.

Article Link: Apple CEO Tim Cook Takes a Pit Stop in New Video to Promote F1

 

[Apple Knowledge Navigator]

I know you like that buggy but please get off it and get rid of a Liquid Glass

 

[tsupersonic]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

 

[Joe Bogger]

This doesn't even comes close to Craig Federighi's impact he left on WWDC racing the roof of Apple Park - Epic. Sorry Tim you don't have it.

 

[bLackjackj]

It’s not even Max 🙄🤦‍♂️,..cringe worthy!

 

[dominiongamma]

The movie is old now lol they need to stop milking it

 

[WilliamG]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

The movie is old now lol they need to stop milking it

They’re not promoting a movie.

 

[neuropsychguy]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

It’s not a promo for the movie, it’s a promo for Apple’s F1 streaming rights. The new racing season started this past weekend.

Sorry if this is a little blunt, but I suggest you read the article before commenting. It was clear in the article what the context of the little promo video was.

 

[RaXha]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

The movie is old now lol they need to stop milking it

Guys, this isn't an add for the F1 MOVIE, it's an add to promote Apple TV being the official broadcaster of Formula 1, the racing series, in the US. xD

 

[KillerTree]

Anyone find it odd Apple still only posts on X? Why not do multiple platforms at once?

 

[EllZ89]

felt like it was made by a youtuber thats just starting out making videos, not something representing one of the biggest companies in the world.

 

[kingrikk]

beside Dutch racing driver Max Verstappen

beside someone sitting in a show car with Max Verstappen's name on it. FTFY

 

[Lunarman25]

What is all the fuss about. I’ve been watching F1 since the 1970’s It’s nothing new!

 

[Lunarman25]

Anyone find it odd Apple still only posts on X? Why not do multiple platforms at once?

They post on TikTok too

 

[StuBeck]

At least he showed more character then when he waved the flag in Austin a few years ago. A bit weird they still have the lollipops though, they haven't used those for over a decade.

 

[turbineseaplane]

It's disappointing to see Apple have the F1 now and haven't done anything special for it/with it for the Vision Pro.

 

[imlynxy]

Tim has chances to win. 2026 F1 car is 3.5 sec/lap slower than 2025 car. Negative innovation......

 

[progx]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

They’re promoting F1, the racing league, not the movie.

 

[EdwardC]

The new battery rules are really causing some rifts with the sport. It's almost comical that F-1 is prioritizing sustainability for 22 cars to race for a few hours (I know I'm leaving out practice and testing) but in the meantime the carbon footprint for the transportation of the teams and fan base is astronomical. Bring back real racing to F-1 and drop the whole hybrid feel good thing.

 

[burgman]

One would think Apple would use the current world champion in their Ad. I subscribed but switch to Sky feed because of the commercials Apple inserts.

 

[WarmWinterHat]

Tim Cook has the personality of page three of a stapler manual.

 

[turbineseaplane]

Tim Cook has the personality of page three of a stapler manual.

Oddly his feelings mirror my own

 

[StuBeck]

One would think Apple would use the current world champion in their Ad. I subscribed but switch to Sky feed because of the commercials Apple inserts.

Use the F1 TV App, its better.

 

[ipedro]

Everyone else in the world not in the US feeling left out 🥺

 

[NVDA]

I felt the movie was mediocre, eh. They're definitely promoting this harder than other Apple TV content that deserve it

lol lots of people disagreeing with you who actually think it's a good movie, how funny