Apple has launched its first company-produced original TV series, “Planet of the Apps,” on its Apple Music and iTunes platforms.
In a report from Reuters, the 10 episode series featured its premiere on June 6, with the episode available for free for all iTunes subscribers, with subsequent shows available for subscribers of Apple Music, Apple’s $9.99 per month music library subscription service.
The series, in a “panel pitch” format similar to ABC and CNBC’s Shark Tank, features panelists Jessica Alba, will.i.am, Gwyneth Paltrow, and Gary Vaynerchuk.
Selected developers and inventors are given the opportunity to pitch the panelists with a 60-second “escalator pitch,” and those who are judged worthy are given assistance in product development and appeals for funding from Lightspeed Venture Partners, Snapchat’s first investor.
The first episodes feature pitches for online shopping and campus safety apps, and a pitch for an innovative school backpack system. These apps are then available to download from Apple’s App Store, viewers are informed at the end of the program. “All of our customers are going to exposed to this in one way or another,” said Eddy Cue, SVP, Internet Software and Services.
Additional promotional elements for the show will reside on Apple’s iTunes, the apple.com home page, Apple Music, and other outlets.
Eddy Cue, Apple SVP, Internet Software and Services:
“The question when you have ideas is how to take those to fruition. Sometimes you may not know how, you might be afraid of what’s involved. This really shows how that’s possible.”
The series was first developed by will.i.am and Ben Silverman, who had pitched the series to “traditional TV” before coming to Apple.
Jessica Alba, on the series:
“I felt like this was a great way to show that app developers or business people are not just white dudes in suits, or white dudes coding.”