Pixel Envy

Written by Nick Heer.

Apple and Formula 1

Joe Saward brings us a strange but intriguing rumour:

The suggestion last week that Apple may be discussing the acquisition of the Formula One group has led to a lot of interest and a lot of opinion. […]

Right now, it is unclear whether an Apple-F1 deal is a serious possibility, but it is clear that discussions have been taking place. Logic is often the wrong way to look at F1 because decisions tend to be driven by the enthusiasm of the decision-makers, who then argue for F1 within the companies involved. In this respect, Apple should be watched because Cue is a petrolhead – not to mention a member of the board of Ferrari SpA.

Saward is a reliable, long-time F1 reporter; this rumour should not be dismissed out of hand, no matter how bizarre it seems. He clarified on Twitter that he heard rumours from multiple sources in Baku and Austria about these discussions. This is unclear and volatile so far, but, as it brings together two of my favourite things, I’m fascinated already.

Why would Apple do this? Formula 1 is a huge brand, especially outside of the United States. If they want exclusive shows and other content — and they do — a pre-existing global network of live events that is broadcast to a dedicated fanbase around the world makes some sense.

Update: Then again, Siri still doesn’t support F1 queries.