Planet of the Apps star trashes Apple’s marketing of show

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Planet of the Apps
Gary Vaynerchuk was one of the judges on the Apple reality show.
Photo: Apple

Apple’s reality TV show Planet of the Apps was disappointing, but one of its stars, Gary Vaynerchuk, blames the show’s failure on something other than its misjudged content.

In a new episode of his podcast, entrepreneur and internet personality Vaynerchuk says that Apple failed to properly market the show.

“I was on an Apple show, Planet of the Apps, Gwyneth [Paltrow], Will[.i.am], Jessica Alba, and me,” Vaynerchuk said. “And Apple didn’t use me or [marketing company] Vayner to do the marketing, and did everything wrong. Apple!”

Vaynerchuk says that, when it came to dealing with Apple, he tried to show deference when it came to how best to showcase the content.

“When I’m at someone else’s house, I was taught to show respect,” he said. “You’d be blown away by the way I handled myself in the Apple marketing meetings. My cheeks were bleeding profusely out of every meeting, because I was biting them, my tongue completely fell out of my mouth.”

He went on to say that Jimmy Iovine, the top Apple Music executive at the time, was not involved enough with the show. “You’re … there with Jimmy Iovine, Jimmy’s like, ‘I got it, we got it, we got it.’ And I knew he wasn’t in the trenches,” Vaynerchuk continued. “I know Jimmy’s no dope, clearly. But I was like, ‘f**k this.'”

Vaynerchuk went on to praise his fellow judges for having success in their own realm, but noted that “in the f***ing business show, that was my f***ing domain.” You can watch his discussion of Planet of the Apps below. The clip starts 26 minutes 40 seconds in.

A lackluster debut

Apple’s second original show, Planet of the Apps, debuted last year to mixed reviews. At the time, I noted how the show’s reality format — built around wannabe app-makers — “didn’t try to reinvent the wheel. It slapped a new body on a well-worn vehicle and drove straight to ‘Meh-ville.'”

Vaynerchuk’s not necessarily wrong in suggesting that the show’s marketing was disappointing, though. One of the misguided ads for the show featured a developer bragging about he rarely got to see his kid due to his workload. Apple pulled the ad, although not before a screenshot landed online.

Today, most of Apple’s original content falls into the scripted drama or comedy categories — although none of these original shows have debuted just yet. Apple’s first original TV show, a spinoff of James Corden’s Carpool Karaoke, was recently nominated for an Emmy.

Apple hasn’t shared how many people watched Planet of the Apps, or what they thought of it.

Via: Business Insider