Apple is readying its first original series called Planet of the Apps which has been described as a reality competition to find the next great mobile app.
Now, a host of well-known names are getting in on the act. Actress and Goop founder Gwyneth Paltrow and musician Will.i.am have joined the series as executive producers as well as mentors and advisors.
“Developing and launching a business based on your own original idea can be exhilarating, but intimidating,” Paltrow said in a statement.
“This is a great opportunity to be part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples’ lives.”
Meanwhile, Will.i.am added: “As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine.”
Casting calls are currently underway before filming in Los Angeles begins later this year.