{"id":923548,"date":"2026-10-07T03:32:09","date_gmt":"2026-10-07T03:32:09","guid":{"rendered":"https:\/\/www.newsbeep.com\/ca\/923548\/"},"modified":"2026-10-07T03:32:09","modified_gmt":"2026-10-07T03:32:09","slug":"apple-adds-dolby-atmos-sound-to-live-formula-1-races","status":"publish","type":"post","link":"https:\/\/www.newsbeep.com\/ca\/923548\/","title":{"rendered":"Apple Adds Dolby Atmos Sound to Live Formula 1 Races"},"content":{"rendered":"

\n\tApple wants Formula 1<\/a> fans to hear the roar of the engines, the squeals of the tires and the chaos of the pit lane as they\u2019ve never heard it before.<\/p>\n

\n\tThe tech giant is partnering with Dolby<\/a> Laboratories to bring its Dolby Atmos sound to F1, beginning with the U.S. Grand Prix in Austin, Texas, later this month. The companies are betting that Atmos sound, paired with Dolby Vision, will make the races more exciting and visceral than they have ever been for viewers at home.<\/p>\n

\n\t\u201cThe sound is what makes it emotional; it is the sound that guides you through that and builds the tension,\u201d John Couling, senior VP of entertainment for Dolby Laboratories, tells The Hollywood Reporter. \u201cThat is what Dolby Atmos will deliver.\u201d<\/p>\n

\n\tApple, of course, is not a sports juggernaut like ESPN, nor is it pouring the same resources that, say, an Amazon Prime Video is putting into the space. Instead, the tech company has decided that whatever sports it does invest in, it wants to create the best experience possible for viewers, including video nd sound quality that is a step above what is available elsewhere.<\/p>\n

\n\t\u201cIf you are a sports fan today, our viewpoint today is that the experience is \u2014 am going to be polite and say not easy,\u201d says Oliver Schusser, Apple\u2019s VP of music, sports, Apple TV<\/a> and Beats. \u201cThere really has not been a lot of innovation. We went into sports a couple of years back with the intention to make a difference for the customer, this is a continuation of that journey.\u201d<\/p>\n

\n\tThe new sound experience will be available on supported Apple devices and compatible Dolby-enabled TVs, soundbars and home theater systems, with plans to continue delivering that sound and video quality for future races. F1 is responsible for producing its races, with Apple delivering it to consumers through its tech stack.<\/p>\n

\n\tApple is in the first year of its F1 deal, paying an estimated<\/a> $140-$150 million for the rights. Eddy Cue, the executive who oversees Apple\u2019s services business and a devout F1 fan, said last month <\/a>that viewership of races is younger, more female-skewing, and \u201cup by significant double-digit percentage growth\u201d compared to last year when they were on ESPN.<\/p>\n","protected":false},"excerpt":{"rendered":"Apple wants Formula 1 fans to hear the roar of the engines, the squeals of the tires and…\n","protected":false},"author":2,"featured_media":923549,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[441],"tags":[15915,49,48,317723,578,576,577,82],"class_list":["post-923548","post","type-post","status-publish","format-standard","has-post-thumbnail","category-formula-1","tag-apple-tv","tag-ca","tag-canada","tag-dolby","tag-f1","tag-formula-1","tag-formula1","tag-sports"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/923548","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=923548"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/923548\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/923549"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=923548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=923548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=923548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}