Apple revealed the first trailer for its upcoming TV reality show "Planet of the Apps," an unscripted series about apps and the talented developers who make them.
The show, a mashup of "Shark Tank" and "The Voice," features an "escalator pitch," a celebrity panel and some of Silicon Valley's heavy hitters.
App developers are given 60 seconds on an escalator to pitch their app idea to a panel of celebrity judges, including Jessica Alba, Gwyneth Paltrow and Will.i.am.
If their pitch is selected, the developer will partner with one of the judges who will act as an adviser on the project. The celebrity mentors will help the developers prepare for their final pitch to LightSpeed Venture Partners in the hopes of scoring a $10 million investment.
And what good is a show about apps without its own app? Apple, of course, has it covered. The "Planet of the Apps" app allows viewers to swipe left or right to signal whether the developer's idea seems promising, according to Recode.
Recode also notes successful apps will be prominently featured in Apple's App Store.
The show will air exclusively on Apple Music. A launch date has not been released.