"F1 sits at the intersection of sports, innovation and culture, and the fan engagement is evolving quickly with even more energy than ever," says Eddy Cue, Apple's senior VP of services. "Seeing Cadillac enter the grid in such a bold way is incredibly exciting, and a great signal of where the sport continues to head."
What they can do, very few other athletes can do... you have those incredible brands and I love Cadillac coming onboard. So you have all these brands, and cars that are involved in it. It's much more than just driving now. There's a whole social component, culture component, with the athletes themselves. Even the team principals have become movie stars or TV stars now.