By Alan Baldwin

AUSTIN, Texas (Reuters) -When Bernie Ecclestone was asked about a group of guests receiving VIP treatment at a Formula One race nine years ago, the commercial supremo said they were representatives of “a fruit company”.

The explanation reflected his particular sense of humour, and secretive way of working, rather than any disparagement of Apple Inc .

Friday’s announcement of Apple’s five-year deal for Formula One’s U.S. broadcast rights, replacing Walt Disney’s ESPN, was seen as a logical follow-on from the box office success of Apple’s F1 movie, starring Brad Pitt.

The California-based company’s interest in the sport, at a senior level, goes back much further than the last couple of years however.

THINKING ABOUT THIS FOR A LONG TIME

Eddy Cue, senior vice president of

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