The next piece of original video content coming out of Cupertino is going to look more like a big iPhone ad than a TV show.
Apple revealed today that is working with Black Eyed Peas singer and failed tech visionary Will.i.am to create a new unscripted TV series that’s all about apps.
Also joining the project are veteran TV executives Ben Silverman and Howard T. Owens, who will oversea the company’s first project that marks a departure from the other Apple Music video content Apple has already experimented with.
“One of the things with the App Store that was always great about it was the great ideas that people had to build things and create things,” said Apple VP Eddy Cue in an interview with the New York Times.
Ben Silverman originally conceived of the App Store series and brought the idea to Apple. Silverman’s executive producer credits include The Biggest Loser, Jane the Virgin, and Netflix shows Marco Polo and Flaked. Owens also worked on Biggest Loser and recently served as the president of the National Geographic Channels.
Most of the details about the show are still shrouded in mystery. Apple hasn’t revealed the series’ name, storylines, or length of episodes. The company hasn’t even said where the show will premiere or when.
Although analysts have speculated for years that Apple is preparing to take on Netflix and Amazon by creating its own original programming, Eddy Cue says the app documentary doesn’t mean the company has grander ambitions.
“This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that,” Eddy said, adding that Apple will explore other projects similar that are similar to the apps documentary and music content it has already produced.