Apple Debuts First Episode of ‘Planet of the Apps’ Reality Series

“Planet of the Apps,” Apple’s first foray into original content, premiered on its Music platform this week.

The first episode, which is available to all for a limited time, featured three apps: Pair, Twist, and Companion.

Developers pitch to a celebrity panel consisting of Gary Vaynerchuk, Gwyneth Paltrow, Jessica Alba, and It’s hosted by Beats 1 radio DJ Zane Lowe.

A pitching developer shakes hands with host Zane Lowe on Apple Music’s new series, “Planet of the Apps.”

The show resembles Shark Tank with a thicker reality show filter, and arguably a grander prize: up to $10 million in funding and featured placement in the App Store.

Contestants have a few seconds to offer the panel an elevator pitch (or, more literally, an escalator pitch). If one or more of the four panelists green-light the pitch, the developers can then offer the panel their full pitch and field questions.

New episodes will be added to Apple Music weekly.