Apple's Formula 1 promotional push hit a new gear as Tim Cook shared a playful video with four-time champion Max Verstappen. The clip shows Cook getting a golf cart tune-up from Verstappen, with Cook jokingly challenging the driver to a race next time. Verstappen reposted the video, asking about Apple Park's speed limit.

This latest stunt comes as Apple doubles down on its F1 investment. Apple TV became the official U.S. broadcaster of Formula 1 in October 2025, signing a five-year deal through the 2030 season. The streaming service previously hosted 'F1: The Movie,' now its most-watched film and Brad Pitt's highest-grossing feature.

The 2026 F1 season kicked off March 7, and Apple plans extensive promotional content across its ecosystem. This includes F1-curated playlists on Apple Music, exclusive track-side content for Apple Vision Pro, and promotional appearances in other Apple apps. With Red Bull's 2026 launch shot on iPhone and Vision Pro headsets featured during presentations, Apple is weaving F1 deeply into its brand identity.