Earlier this week, Apple announced an open casting call for a reality TV series centered on developers pitching their innovative apps, Washington Post reports. The unscripted reality show is called Planet of the Apps and will begin production later this year. The show is actually the first original TV series from Apple.
As of now, details such as when the show will air and the number of contestants are unknown. The show will feature relatively new apps competing for funding from investors.
Television producers, Ben Silverman and Howard T. Owens as well as rapper/producer Will.i.am will be involved with the project. “Over 2 million apps are available on the App Store, with new apps published every day,” said Silverman and Owens in a statement. Adding “Planet of the Apps will give app creators the chance to break through and share their ideas with the world.”
Producers of Planet of the Apps are searching for potential contestants to submit an application video pitch by Friday, August 26. In addition to submitting a video, applicants must also agree to have their app functional on iOS, macOS, tvOS, or watchOS by late October. If selected to appear on the show, these developers will receive guidance from tech experts, potential funding from Venture Capitalists of up to $10 million, as well as promotion in Apple’s iOS store.
Laurie Ouellette, a media and cultural studies professor at the University of Minnesota who specializes in reality television said “These shows seem to tap into and convey the broader message that anyone can succeed, despite the economy, etc. — it’s the American Dream. Shark Tank grew in ratings during the economic recession.” But Ouellette also indicated that reality television is not necessarily the way to go for aspiring entrepreneurs.
“Much like a free internship, these shows rely on the unpaid creative labor of ‘real people’ and the products are proprietary. In my 15 years of studying reality TV, I’ve found that only a few participants are able to turn their exposure on reality television into a sustainable career,” she said.
If you’re interested in applying, visit the official Planet of the Apps website.