Apple unveil "Planet of the Apps" show

will.i.am and Gwyneth Paltrow star in the show

Apple has unveiled a trailer for its new reality TV show, Planet of the Apps. You may wonder if app developers really need their own reality show, but will.i.am is in no doubt. 

“Developers!” he proclaimed. “They’re the rock stars of right now."

Apple content boss Eddy Cue and Ben Silverman, the show’s executive producer, played a short snippet of the series at Recode’s Code media conference yesterday.

The premise of the show is rather simple, and all too familiar in the area of reality tv stars. Developers pitch their app ideas to an all-star panel of judges, made up of will.i.am, Jessica Alba, Gwyneth Paltrow and Gary Vaynerchuk.

Apple's fab four are described by the show's voiceover as “Four of the world’s most culturally influential entrepreneurs."

Contestants have 60 seconds to pitch their app ideas to the judges, in the hopes that one of the four will want to partner with them. Once they have a mentor, the contestants consult with "tech luminaries" such as Yelp and Uber to develop their idea. 

If LightSpeed Venture Partners agree to fund the app, it will be featured in Apple's app store.