We’re still waiting to hear whatever became of Dr. Dre’s Apple series with Sam Rockwell and Ian McShane, but in the meantime, Apple is preparing to launch its first reality show with Planet of the Apps. It’s basically Shark Tank, but for app developers, with bonus Gwyneth Paltrow!

Apple released a first official trailer for the app series, which features Gwyneth Paltrow, Jessica Alba, will.i.am. and entrepreneur Gary Vaynerchuk acting as mentors and judges to contestants pitching their app on an escalator (elevator was apparently too on the nose). The series is hosted by Zane Lowe, with Lightspeed Venture Partners acting as venture capital partner.

Propagate’s Ben Silverman and Howard Owens executive produce the as-yet-unscheduled reality series with Paltrow, will.i.am, Alba and Vaynerchuk, while Michael Agbabian, Dwight Smith, Mary Celenza and Charles Wachter serve as showrunners. Silverman suggested at the Code Media conference that the series would debut in a few months, while successful apps will be given choice placement in Apple’s App Store.

In the meantime, watch the full trailer above, and stay tuned for further details of Apple’s venture into TV content.

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