Eddy Cue hints at Apple’s next sports deal: ‘We do love F1’

Original story by: 9to5Mac Last updated: Oct 17, 2025

Context: Apple is reportedly close to finalizing a significant deal for US Formula 1 streaming rights. In light of this, Eddy Cue, Apple's senior vice president of Services, has been vocal about the current state of sports streaming and Apple's potential role in improving it.
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Detailed Summary:
- Eddy Cue has been participating in press events, discussing Apple TV's role and the broader sports streaming market.
- He expressed dissatisfaction with the current sports streaming landscape, stating that it has become fragmented with too many individual subscriptions, unlike the simpler cable era.
- Cue hinted that Apple's solution involves more bundling of services, a sentiment seemingly supported by a recently announced Apple TV and Peacock bundle, although this bundle is not sports-specific.
- He also pointed out that streaming technology has not yet fully leveraged its potential for features like picture-in-picture, suggesting industry-wide solutions are needed.
- Regarding Formula 1, Cue acknowledged Apple's interest and mentioned the success of a related sports film, hinting at the rumored $140 million yearly deal for US F1 rights.
- The deal, potentially to be announced soon, might include the discontinuation of the standalone F1.TV streaming service in the US, which aligns with Cue's call for reduced streaming fragmentation.
- Apple TV+ currently offers a variety of TV shows and movies for $12.99 per month.