Apple is launching its first TV show, a Dragon’s Den-style reality series called “Planet of the Apps”, with Jessica Alba, Gwyneth Paltrow and Will.i.am as judges.
The trailer was unveiled last week at Recode’s Code Media conference by Apple executive Eddy Cue and Ben Silverman, a former NBC executive.
The contestant have to pitch their app while riding down an escalator. The esteemed tech geniuses then decide if they want to hear more.
The show comes with an app, where viewers can swipe left or swipe right to signal whether if the app seems promising.
The show has also partnered with Lightspeed Ventures, a well-respected Silicon Valley venture capital firm, which invests millions of dollars in winning the apps battle. Developers are actually playing to get funded.
Successful apps will also be given prime real estate in Apple’s App Store. It’s important to remember that Apple invented the idea of an app store in 2008, so if any tech company were going to make a game out of the industry, it’d definitely be Apple.
Watch the full with interview with Eddy Cue and Ben Silverman below.