Apple's First TV Show Looks Like a Cry for Help

Apple Music Unveils Its First TV Series, Reveals Spring Launch Plans

The tech giant today revealed a first look at Planet Of The Apps (yep), their new upcoming reality show centred on the world of app development. The two new shows that will debut this spring are loaded with celebrities: will.i.am, Gwyneth Paltrow and Jessica Alba will serve as the mentor judges on "Planet of the Apps".

Apple is about to compete directly against Netflix when it comes to original content, though Netflix is still king in that department. "Now I start thinking 'it makes sense for us to do this'".

While the show's concept sounds intriguing, it's also interesting to note that Apple is betting on its music streaming service to distribute the show.

Developers are given 60 seconds to give an "escalator pitch" of their app to a panel of celebrity backers or "advisors". "We think that these shows bring something to customers that they have never seen before".

Many in the TV industry were expecting the Cupertino company to use its clout to immediately take on the titans of premium TV - including Netflix, Amazon.com, HBO and Showtime.

"This is a show unlike anything we've seen out there", Cue said at Re-Code's annual media conference. Those picked work directly with their advisors, preparing them to pitch in front of a group of venture capitalists from Bay Area firm Lightspeed Venture Partners. We're trying to do some things we think are creative and can move culture and we think that Apple can add some value to. "They're the rock stars of right now".

The brainchild of Will.i.am and Ben Silverman, Planet of the Apps is a sort of Dragons' Den (or Shark Tank if you're stateside) meets The Voice - where on earth does Will.i.am get his ideas?

Services have been a consistent bright spot in Apple's quarterly earnings reports, and Apple Music is lumped in with that category. The quartet all have their own companies - i.am+, VaynerMedia, Honest, and, of course, Goop - that will provide resources and advice for those developers. It would also mean that an Apple Music subscription becomes a necessity. "This is embarrassing, and not what we work hard for", Apple developer Renaud Lienhart wrote in a since deleted tweet. CBS' "Late, Late Show" host James Corden, who turned the sketch into a popular feature on his TV show and YouTube, will appear in only a handful of the episodes for the Apple series.

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