Apple’s First TV Show Stars Will.i.am and Is All About Apps

In an unprecedented move for the company, Apple has publicly announced its first original TV project. Apple’s plans to compete with the likes of Netflix and Amazon with their own original content has long been rumored, but the company has finally shed some light on their ambitions.

Apple’s Senior Vice President of Internet Software and Services, Eddie Cue, spoke with the New York Times about their first project. Apple’s first original TV series will be an unscripted documentary style show all about the current app economy. Apple is working with superstar entertainer Will.i.am and two veteran TV executives, Ben Silverman and Howard T. Owens, to produce the show.

At first glance, the idea sounds more like a marketing campaign for Apple’s own App Store rather than a serious TV production. Apple has yet to help the persona as the company has been silent about the details of the show. At this point, it’s unclear how much of the series will promote Apple and the App Store. Apple has also declined to comment on other details like a timeline for the release, episode lengths and how people will be able to watch the show. Even though the announcement is exciting, it’s curious Apple would disclose its plans with so little detail.

Cue primarily talked about the App Store and hinted that the show would focus a lot on the people and ideas behind many of the apps. “One of the things [about] the app store that was always great…was the great ideas that people had to build things and create things,” Cue said in an interview. He went on to say people shouldn’t expect much TV or movie content from Apple, and indicated the company will instead produce more exclusive projects.

While Apple has been long rumored to take on other original content creators, it seems the company plans to take a much different approach than Netfilx and others. Most of the original content produced by other streaming giants is fictional and more mainstream. Apple appears to be pursuing niche and documentary styled projects. Also, they seem to be heading in a direction that will help promote their own brand, products and services.

It is certainly a unique approach and seems risky considering the massive popularity of many original shows released by Netflix and Amazon. Historically, Apple has focused on delivering products and services that appeal to the masses. I have a hard time believing a show about the App Store has mass appeal. However, Apple has also historically been on the cutting edge of change and is not afraid to do things differently. The company has a tradition of taking niche ideas and making them a massive success. For example, many considered the original iPhone a niche product only few would find useful, and we are all well aware of how that story ends.

It is possible Apple will be able to do the same with non fiction documentary style TV shows, and their foray into original content creation will be an interesting endeavor to keep an eye on.

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