Gwyneth Paltrow and Jessica Alba are also on hand to offer their tech expertise.
The show is one of the streaming service’s first forays into original programming and looks to be based on the popular Shark Tank/Dragon’s Den format, with contestants presenting their app ideas to a panel of experts.
The advisers are – well, they’re not app developers, but how many app developers would you recognise by face anyway? Instead the producers have roped in actresses Jessica Alba and Gwyneth Paltrow (who recently decided to step away from her lifestyle website Goop) and Black Eyed Pea and technology geek will.i.am, who’s also a judge on The Voice. Entrepreneur and serial investor Gary Vaynerchuk adds some gravitas to the line-up.
Contestants will get to pick their celebrity mentor and compete to win $10 million in funding from Lightspeed Venture Partners, as well as premium placement on the front page of Apple’s App Store.
According to Apple Music, the series “highlights developers who have the vision to shape the future, solve real problems, and inspire change within our daily lives.” Let’s face it – this is what happens when you start with the name of the TV show and work backwards.
Apple’s latest venture has not gone down well with some Apple employees, including app developers like Renaud Lienhart, who called the show “embarrassing”. “Today, I am ashamed to work for Apple. This is embarrassing, and not what we work hard for,” he wrote on Twitter, as Business Insider reports.
Look out for Planet of the Apps soon on Apple Music.
Watch Zane Lowe play Singles Club on FACT TV with fellow Beats 1 presenters Julie Adenuga.