Apple hunts for the app stars of the future with new show

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

Apple Inc. isn't looking to spark a revolution with its foray into original television production, but rather with modest ambitions that seem to belie the ethos of the tech giant. In the meantime, check out its first trailer below. But Apple has chose to focus the direction more towards star appeal that might relate to a more real world audience. Silverman explained the real "game changer" with this show is that the people who watch it will be able to instantly download the apps and "connect with the product that night". The unscripted show takes a Silicon Valley twist on ABC's "Shark Tank", in which would-be inventors pitch their projects to potential investors.

Once an app has made it through the first round, the developer will get to work with an advisor to firm up plans for turning it into a business, while also receiving guidance from people at Yelp, Uber and other major tech firms.

Once the apps are built, the companies will head into a funding round, where they will pitch to VC fund Lightspeed Venture Partners and have the chance to raise up to $10 million. Shark Tank tried launching a follow-up series called Beyond The Tank, but the whole thing felt like an over scripted infomercial.

The apps-based reality/game show is a unique idea that Silverman brought to Apple exactly because Apple is the company that kicked off the smartphone apps revolution with the iPhone. We first got wind of the show back in July, but in typical Apple fashion, details - including the still unknown release date - have been hush-hush.

The show is narrated by Zane "The Ziffer" Lowe, a.k.a. Apple's resident celebrity who left Radio One and now lives in a broom cupboard in Los Angeles and is only let out when Tim Cook needs something exciting if slightly aggressive saying in a New Zealand accent.

About two years ago, the two executives, along with, were pitching the show to the big broadcast networks. "Ultimately it's never good for the music industry if it was separated on a long term basis, but on a promotional basis, on acts that we're doing unique [partnerships] with, I think that's great for music".

Carpool Karaoke makes sense as part of the AppleMusic platform, but unless I'm missing the music angle I'm not sure why Planet of the Apps is going to be connected to the subscription 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.



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