Apple, Inc.'s First 2 Original TV Shows Are Almost Here


Apple has been investing in a handful of new TV shows that will be exclusive to Apple Music, and the first two are nearly here.

Look out Shark Tank - Apple is launching its own entrepreneurial pitch show, Planet of the Apps, in which entrepreneurs will pitch their new app ideas to a panel of famous judges. It does seem weird that this show will be aired as part of the Apple Music service.

Given the extremely diverse spectrum of consumer preferences when it comes to video content, Apple will need to create content across a wide range of genres that appeal to a wide range of consumers if the company truly wants to position original content as a differentiator and selling feature in a meaningful way. Those, which have been lovingly spoofed by late night comedians, feature sleek, slow-motion product images with voiceover from Chief Design Officer Jony Ive, whose pleasing, British accent should be used to record audiobooks. The main concept of the show is to give app developers a chance to pitch their work to a jury of four celebrity entrepreneurs. The two new shows that will debut this spring are loaded with celebrities:, Gwyneth Paltrow and Jessica Alba will serve as the mentor judges on "Planet of the Apps".

What is fascinating about this show is that it seems to go beyond the deal, following a developer being mentored into a final pitch to a real venture capital firm and bringing the dream into a reality. The winners stand to receive millions of dollars in funding and will have their apps featured in the App Store when they launch.

If more than one of this cavalcade of whimsy shows an interest then, just like in that other Will.I.Am show The Voice, the entrepreneur can choose their favourite collaborator. In the trailer, says that developers are "the rock stars of right now" which is partially true, but only if you're Mark Zuckerberg or Evan Spiegel. While the future of the contestants is fuzzy, stakes are much higher for Apple.

Apple is following Netflix and Amazon's lead and is getting into original programming.

Apple executive Eddy Cue said the show will be available exclusively on Apple Music. Either way, we should be in for some reality-level drama when the show premieres.