Tim Cook's Golf Cart Gets F1 Treatment in Promotional Video

Apple CEO Tim Cook shared a promotional video where his golf cart gets an F1-style pit stop at Apple Park, promoting the company's partnership with Formula 1. Cook also got a tune-up from Max Verstappen, a four-time Formula 1 World Driver Champion. The lighthearted video is part of Apple's promotional push for F1.

AAPL is leveraging its Formula 1 broadcasting partnership with a series of promotional videos, and the latest features CEO Tim Cook's golf cart getting an F1-style pit stop at Apple Park and. The scene plays out at a makeshift pit area labeled "Tim Box Box," where a rapid tire-change sequence parodies the high-speed choreography of real F1 pit crews before Cook's cart accelerates away.

In a related clip, Cook gets a golf cart tune-up courtesy of Max Verstappen, the four-time consecutive Formula 1 World Driver Champion . Verstappen reposted the video asking "What's the speed limit at Apple Park?" while Cook responded, "Thanks for the tune up. Next time, we race." The playful exchange highlights Apple's push to build star power around its F1 coverage. However, not all early reactions have been positive — GPBlog reported social media backlash after Apple TV's debut F1 weekend, with fans criticizing broadcast quality and production.

Apple signed a five-year deal in late 2025 to become the exclusive U.S. broadcaster of Formula 1 through 2030, taking over from ESPN. The promotional blitz featuring Cook and top drivers like Verstappen signals the company's commitment to driving viewership for the platform. With the 2026 season now underway, investors will be watching whether AAPL's content investment translates into meaningful Apple TV+ subscriber growth and improved engagement metrics .