Planet of the Apps: Apple's new TV show hosted by Kiwi DJ
Kiwi DJ Zane Lowe will host one of Apple's first television shows that is a mix of Dragons' Den and The Voice.
Planet of the Apps, a non-scripted reality TV show, will feature developers pitching their apps to a panel of judges which includes hip-hop artist will.i.am, actors Jessica Alba and Gwyneth Paltrow and Vaynermedia founder Gary Vaynerchuk.
The trailer, voiced by Lowe, describes the judges as "four of the world's most culturally influential entrepreneurs" and says app developers are "the rock stars of right now".
Lowe has close ties to Apple and he hosts his own show on its international radio station, Beats 1.
The show will be released exclusively on Apple Music and is due to screen in the coming months.
One quirky part of the show features the developers giving their pitch within 60 seconds while descending an escalator.
If contestants are successful, they can partner with one of the judges and get backing from a venture capital firm and have their app appear in the App Store.
However, Business Insider has reported some Apple fans and employees are not impressed by the trailer.
Paul Haddad, the developer of popular iOS apps including Tweetbot, said on Twitter: "I can't wait to see will.i.am doing code review. 'You've got an unsatisfiable layout constraint, look at my gold shoes!'"
Other developers were also critical.
Apple should be producing amazing content like Netflix Originals does. Not this garbage. I am disappointed.— Dan Counsell (@dancounsell) February 14, 2017
“Planet of the Apps. No. Just No”. https://t.co/Z67aaLH5xu— Dermot Daly (@dermdaly) February 14, 2017
(Typos, etc on a postcard to me please).
It's one of the first television programmes by the tech giant, which will also create a Carpool Karaoke show.
Apple has always shown interest in television. It was long-rumoured that the company would make a physical television but those plans were scrapped in favour of the Apple TV device which focuses on apps to access content.
Last year, Apple chief executive Tim Cook said the "the future of TV is apps".
The Financial Times reported in July that Apple had been in discussions about buying Time Warner, which owns HBO, but the talks never progressed beyond a preliminary stage.
Now, it appears it is working on creating its own shows in a bid to take on Netflix, Amazon and Facebook, which has released a version of its app for televisions and indicated it wants to make its own original content.