Eddy Cue

Apple is reportedly finalizing a $140 million deal for Formula 1’s U.S. broadcast rights, signaling its aggressive push into live sports. Apple aims to revolutionize sports broadcasting, departing from traditional fragmented models. Eddy Cue emphasizes the need for a modernized, integrated viewing experience, criticizing the current subscription overload. Apple seeks exclusive control over sports leagues, exemplified by the F1 deal and its MLS partnership, aiming to attract younger audiences and reshape content consumption.

Apple’s Eddy Cue outlined the company’s strategy for sports rights, focusing on innovation and differentiated experiences. While interested in acquiring rights, Apple seeks opportunities to deliver something “unique and special,” aiming to disrupt traditional broadcasting models. Cue highlighted issues like blackouts and content fragmentation, referencing Apple TV+’s MLS broadcasting as an example of improvement. Apple is experimenting with broadcasting techniques, seeking a “level of differentiation” by improving video quality and exploring unconventional camera angles. The company views sports rights as a way to reshape how sports are consumed globally.