“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 will.i.am. It’s hosted by Beats 1 radio DJ Zane Lowe.
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.