Though Netflix has finally figured out it should be canceling more shows, and thinned down its sizeable herd of original series last week, Peak TV ain't going nowhere. Apple launched its first original series last night—and if it succeeds, it'll likely be the first of many.
Planet of the Apps, from Will.i.am and producer Ben Silverman, is a reality show focusing on the development and funding process for a mobile app. Per The Hollywood Reporter, each episode follows entrepreneurs as they prepare to pitch their app to venture capitalists. They'll first have to make a case for their product in front of the show's panel of advisors—GOOP founder Gwyneth Paltrow, Honest Co. co-founder Jessica Alba, musician Will.i.am, and entrepreneur Gary Vaynerchuk—who will vote on whether they want to hear more, and help the entrepreneurs strategize if so. The actual VC pitch comes at the climax of each episode.
By greenlighting an app-focused reality show as its first original series, Apple seems to be sticking close to its established brand. It would have been much more of a gamble to make an immediate play for a piece of the scripted pie, now that Netflix, Hulu, and Amazon have had years to establish themselves in that space. On the other hand, does anyone really want to log onto Apple Music to watch what's essentially Shark Tank for apps? Only time will tell.
Planet of the Apps' first episode is available for free on iTunes, Apple Music and the show's website now.
