Formula 1’s return in Miami after a month-long hiatus is being treated as a reset moment not only for the championship but also for Apple’s first season as the sport’s U.S. broadcast partner.

The Miami Grand Prix, one of the most-watched events on the calendar, comes after cancellations in Bahrain and Saudi Arabia due to the Iran war, creating a five-week gap since the Japanese Grand Prix on March 29. That break has given Apple an opportunity to repackage its coverage push.

“I think it’s a relaunch in a way. We’re treating it in a huge way anyway, and we’ve probably even done a little more,” said Eddy Cue, Apple’s senior vice president of services. “We’ve got a lot of things coming up for the race, so we’re very excited about it.”

Apple secured a five-year deal with Formula 1 last year worth around $150 million annually, replacing ESPN, which had aired the series since 2018.

Apple has leaned heavily on production quality and viewer control in its offering, broadcasting races in 4K Dolby Vision with immersive 5.1 surround sound and offering multi-view functionality.

“I think the first feedback we’ve gotten is how good the video quality is,” Cue said. “The first time you watch a race, you’re like, ‘Wow, this looks amazing.’”

He added that nearly a third of viewers are using the multi-view feature, which allows fans to follow multiple live feeds including onboard cameras, timing screens and the main broadcast simultaneously.

Viewers can also choose between commentary from F1 TV or Sky Sports, mirroring the approach previously used by ESPN.

New shows and expanded ecosystem

Apple is expanding its coverage beyond live races with additional programming designed to attract both new and existing audiences.

“Circuits in Focus,” featuring 2016 world champion Nico Rosberg and creator Emelia Hartford, offers circuit previews using the EA Sports F1 25 game to highlight overtaking zones and strategy.

Post-race analysis show “POV” includes former Red Bull technician Calum Nicholas and engineer Christina Roki, focusing on technical breakdowns of race weekends.

The platform is also introducing short-form content such as 10-minute qualifying recaps, alongside integrations across its wider ecosystem including Maps, Music, News and podcasts.

Beyond streaming, Apple is expanding visibility through theatrical and public screenings. Sunday’s race will be shown at IMAX locations across the United States and broadcast in New York’s Times Square.

Alternative coverage is also being explored, with streaming platform Tubi offering “The Fast Lane: Miami,” an altcast featuring digital creators and F1 analysts.

Apple has yet to release official viewing figures, as it does not participate in Nielsen ratings, but is expected to publish its first audience data in May.

With Miami providing both a high-profile stage and a natural reset point in the season, Apple is betting that enhanced production, expanded content and broader distribution will convert casual viewers into long-term Formula 1 fans.