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

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“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.

apps
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.

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