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Apple debuts first forays into original programming

14 February 2017
Apple debuts first forays into original programming

Apple Music has revealed more details about its launch into original programming.

Having already debuted the trailer for its Carpool Karaoke series, the company has now released a trailer for its other new series, Planet of the Apps.

In the clip shown to attendees of the Code Media conference, app developers have 60 seconds to get Planet of the Apps’ group of advisors — Jessica Alba, Will.i.am, Gwyneth Paltrow and Gary Vaynerchuk — interested in their projects.

Those picked work directly with their advisors, preparing them to pitch in front of a group of venture capitalists from firm Lightspeed Venture Partners.

Apple’s SVP, internet software and services, Eddy Cue was joined at the event by veteran TV producer Ben Silverman, who is producing Planet of the Apps, as well as Late Show with James Corden producer Ben Winston.

Carpool Karaoke will launch in April with Planet of the Apps due to follow in the spring. Silverman told the audience his show will launch alongside a standalone app with bonus clips and more information. He described the show as like a rubber band, “you can watch a show and press pause and go as deep and as far as you want to go in the rubber band.”

Cue told the audience Apple Music now has more than 20 million subscribers and Apple’s aim is for the new programming to help drive interest in the service. “We think that these shows bring something to customers that they have never seen before,” he said.

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