Apple’s latest ambitions are chartering new heights. With the announcement to create its own lineup of exclusive movies and TV shows, the presenting endeavor is expected to go head-to-head with Netflix and scripted series.
The first original TV project, a non-scripted series about apps, might sound more like a marketing campaign rather a blockbuster production. However, Apple’s plans to work with visionary and entertainer Will.i.am and two veteran TV executives, Ben Silverman and Howard T. Owens, on a new show that will spotlight the app economy.
“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,” Eddy Cue, Apple’s senior vice president of Internet software and services, said in a press statement.
The series details are still somewhat scant, as its unclear how directly the show would promote or point to Apple’s own app store. The series will follow Apple’s first original effort outside the music category, where it released programming such as Taylor Swift’s 1989 world tour, Drake’s “Hotline Bling” video and interviews with artist such as Adele.
Stay tuned, as Apple will be ramping up its efforts in this category within the near future.