In this week’s “Sunday Reboot,” Apple drives on with F1 in Miami, Q2 was a financial spectacular, and ‘Ted Lasso’ season 4 can’t arrive fast enough.
Sunday Reboot is a weekly column covering some of the lighter stories within the Apple reality distortion field from the past seven days. All to get the next week underway with a good first step.
This week, there were rumors the Apple Vision Pro hardware team was breaking up, Adobe’s Firefly AI Assistant showed just why it was still in beta, the Towson Apple Store employee union complained about the store closure, and Apple has to face the Circuit Court and the Supreme Court at the same time over its ongoing saga with Epic Games.
Formula 1 gets bigger on Apple, but it wants more
It’s the Miami Grand Prix weekend, and that means F1 fever for Apple TV. For U.S. Apple users, this may have been an inescapable period of promotion for the sport.
On Wednesday, Apple flexed its promotional muscles to hype up its U.S. coverage of the motorsport. That means, for U.S. users, up to 30 simultaneous live feeds including onboard cameras, timing data, and a Driver Tracker.
Then there’s the selection of IMAX theaters streaming it to the public, and something happening in Times Square too.
Of course, the promotion wasn’t just tied to Apple TV. There was a live Apple Music set from Dimelo Flow and an Apple Books talk with Susie Wolff.
Apple News users had live updates, while visitors could take advantage of Apple Maps to navigate the circuit over the weekend, thanks to some extra additions.
While this was largely limited to the United States, Apple wants to bring the experience to other territories.
In an interview, SVP of Services Eddy Cue said he was happy with how the coverage has gone so far, but Apple wants to grow its presence. This includes increasing its streaming coverage into more countries.
Add in the mention of a possible sequel to “F1: The Movie” and Cue’s insistence that inbound CEO John Ternus is a petrolhead, and Apple has big intentions to do more with the motorsport.
Ternus, however, wasn’t in attendance at the weekend. Instead, he’s at Laguna Seca.
Maybe he saw the decorated Porsche.
Big money quarter, as usual
On Thursday, Apple revealed its quarterly financial results for Q2 2026. As expected, Apple crushed the quarter, with the headline $111.2 billion revenue setting a new second-quarter record.
For reference, Q2 2025 was 95.4 billion. This now means Apple has broken the $100 billion revenue barrier in two successive quarters in 2026.
Apple even forecast that the Q3 figures could be as high as $110 billion.
The rest of the numbers from the quarter are also quite startling. Such as iPhone revenue up from $46.84 billion one year ago to $56.99 billion.
Current Apple CEO Tim Cook [left], CFO Kevan Parekh [right]
The Mac, iPad, Wearables, and Services categories also all saw growth, with the last one hitting the $30 billion level. On a regional basis, there was double-digit growth in every geographic segment, too.
It was enough for Apple to launch another $100 billion share repurchase program.
While Tim Cook had to field the utterly predictable clamoring for information from analysts as Ternus waits in the wings, at least he can be happy with the massive growth in the company during his tenure.
‘Ted Lasso’ is coming back in August
“Ted Lasso” is one of the best shows Apple has on Apple TV. It has a massive following that wanted the show to go on beyond just three seasons.
While we have heard rumblings of the production being underway, the release of a trailer for the fourth season confirms it is actually happening. That premiere will happen on August 5.
This is feel-good in and of itself, but I’m writing about it here because I actually like it. Not an unusual statement for most people, but there is some qualification to this.
For a start, I have to admit that I’m not a sports fan at all. I understand the basic idea behind soccer, the massive fandom of it around the world, and I even live very close to a stadium, but I just can’t watch more than about ten minutes of a match before getting bored.
The second thing here is that I’m British, and am very picky about comedies and shows that I watch. Everyone lauds “The Office” in its weird U.K. form as well as the U.S. version, but I can’t really stand either of them.
When it comes to comedies on Apple TV, I can’t get behind most of them. I have given everything from “The Studio” to “Mythic Quest” a try, but barely have I managed to get beyond the first episode.
Heck, the Ryan Reynolds and Will Ferrell vehicle “Spirited” was a bit amusing, but not worth rewatching. And I’ve watched “Deadpool” multiple times.
Obviously, I’m picky about what I watch, and it takes a lot to win me over. And yet, the soccer-focused comedy “Ted Lasso” is the only thing I have season-watched multiple times on Apple TV.
I may not know how to adequately describe the offside rule, nor really enjoy that much of what’s on Apple TV itself. Maybe I’m an empty husk of a human without a soul.
But “Ted Lasso” just works as a comedy show for me, even with the sports theming.
Season 4 just cannot come fast enough.
Last week’s Sunday Reboot covered the Ternus CEO transition plans, the DOJ being sassy, and Apple Vision Pro’s Star Wars story.
This story originally appeared on Appleinsider
