As the Formula 1 season prepares to stream exclusively on Apple TV starting March 7, Apple has launched a promotional campaign featuring the Shot on iPhone format. This initiative highlights various F1 teams and their new cars, with footage captured on the iPhone 17 Pro during recent testing sessions. A key collaboration is with the F1 rookie team, Cadillac, showcasing their car and drivers through striking visuals filmed inside the garage.
Multiple Teams Participate in Apple’s Innovative Promotion
Apple’s promotion extends beyond Cadillac, including a partnership with Red Bull that integrates Shot on iPhone content for their car launch. Red Bull’s collaboration also features a demonstration of advanced engine parts incorporated into an Apple Vision Pro stage experience, enhancing fan engagement. The numerous iPhone 17 Pros seen around the testing paddock suggest that more teams could join future campaigns.
Uncertainty Surrounds Specifics of Apple’s Team Agreements
It remains unclear whether Apple’s promotional activities stem from individual deals struck with each team or form part of broader contractual obligations tied to the Apple Formula 1 streaming rights. Apple TV holds the exclusive broadcasting rights for all Formula 1 Grand Prix races, qualifying heats, and practice sessions in the United States, making this campaign a strategic element of its sports content rollout.
Apple TV Exclusive Formula 1 Coverage and Benefits for Subscribers
U.S.-based viewers subscribing to Apple TV will have access to the complete Formula 1 lineup, including all race weekends streamed live. In addition to the races, subscribers gain complimentary access to F1.TV, allowing fans to maintain personalized experiences through the dedicated F1 app. Fans can already connect their accounts to watch the final round of pre-season testing sessions slated for next week, easing into the full season coverage.
Cadillac’s Unique Launch Featuring Shot on iPhone and High-Profile Activations
Cadillac has amplified its Formula 1 debut with an innovative launch campaign that included a Super Bowl commercial and a Times Square activation. Following this, the team rolled out social media and outdoor advertisements filmed as part of Apple’s Shot on iPhone initiative, emphasizing the synergy between Cadillac and Apple in showcasing the new F1 car.
Hours after unveiling its livery via a Super Bowl commercial and in-person Times Square activation, the Cadillac Formula 1 Team continued its innovative launch with a “Shot on iPhone” social and out-of-home executions in collaboration with Apple. 📸 courtest @Cadillac_F1 pic.twitter.com/MLpxTTKP7b
— Vincenzo Landino, Social Media Correspondent
Significance of Apple’s Formula 1 Campaign and Future Prospects
Apple’s approach to Formula 1 content marks a shift in how sports media integrates technology and marketing, using flagship devices to capture and promote racing visuals in real-time. This campaign not only enhances fan engagement through immersive media but also highlights Apple’s expanding footprint in live sports broadcasting. As the season progresses, viewers can expect more innovative content and partnerships, potentially involving additional teams and evolving multimedia experiences linked to Apple’s services and hardware.
Hours after unveiling its livery via a Super Bowl commercial and in-person Times Square activation, the Cadillac Formula 1 Team continued its innovative launch with a "Shot on iPhone" social and out-of-home executions in collaboration with Apple.
📸 courtest @Cadillac_F1 pic.twitter.com/MLpxTTKP7b
— Vincenzo Landino (@vincenzolandino) February 13, 2026
