Apple's senior VP of services, Eddy Cue, stated that the first race of the Formula 1 series on Apple TV exceeded both F1 and Apple expectations. This is seen as an encouraging sign for the tech giant, particularly as the Australian Grand Prix aired on ESPN. Apple has been using different platforms to promote the events, including Apple News, Apple Music, and the Apple Sports app. The company has also signed deals with third parties to expand the reach of the sport, including Netflix for the distribution of Drive to Survive to Apple TV and the Canadian Grand Prix to its home base. Apple's focus is on building a sustainable fanbase for F1, which can include live coverage on the TV and 4K delivery.