Apple's 'Planet of the Apps' trailer takes fight to Netflix
Apple has released the trailer for tech reality show ‘Planet of the Apps’ as it seeks to get into original TV programming.
The show features celebrity mentors such as will.i.am, Jessica Alba and Gwyneth Paltrow listening to pitches from app developers.
Black Eyed Peas rapper will.i.am, who features on The Voice, is a known disciple of technology.
Wearing gold boots, he says in the trailer: "Developers, they're the rock stars of right now.”
Serial tech entrepreneur and investor Gary Vaynerchuk also features as a judge on the show, which will stream on Apple Music in spring.
The winner of the show will receive $10 million in funding from Lightspeed Venture Partners as well as premium placement on the front page of Apple's App Store.
It is the first step into original content from Apple.
Netflix has enjoyed incredible growth since launching its original programming arm, releasing 126 original series or films in 2016 - more than any other American network or cable channel.
Amazon is driving its Prime service through original content, including driving show The Grand Tour which features the former presenters of BBC show Top Gear.