Apple Is Hosting Open Casting Calls For Its First Reality Show, ‘Planet Of The Apps’

Apple has sent out an open casting call for its first original series, which it revealed will be titled Planet Of The Apps — a competition to find the next great app, in which contestants will receive hands-on guidance from tech experts, the opportunity to be featured in the App Store, and up to $10 million in funding from venture capitalists.

Prospective app makers can apply here until August 26, but must have an iOS, macOS, tvOS, or watchOS app in beta by October 21 in order to be eligible. Applicants must submit a one-minute video describing the story behind their app invention and how much money they might need to take it to market. Producers will narrow down finalists to 100 app creators, and the first season of Planet Of The Apps will take place in Los Angeles, with filming beginning later this year.

In addition to the online submission process, Planet Of The Apps is teaming up with Product Hunt, a tech curation site, on a four-city tour through San Francisco, Los Angeles, Austin, and New York so that the team behind the series can meet with local entrepreneurs.

“Over 2 million apps are available on the App Store, with new apps published every day,” said the show’s executive producers, Ben Silverman and Howard Owens, in a statement. (Media veterans Silverman and Owens are creating the series through their nascent production venture, Propagate). “We can’t wait to see the groundbreaking ideas accepted for the show grow into viable businesses.” Beats co-founder will.i.am will also serve as executive producer — though it is still unknown exactly where the series will air. “More details will be revealed in the coming weeks,” according to the series’ website. “Stay tuned.”

Planet Of The Apps reflects Apple’s original content strategy thus far, which largely features programming that promotes its other services. The company’s first scripted series, Vital Signs, will star company executive Dr. Dre and is reported to be more of a marketing vehicle for Apple Music. And The Score, a docuseries by VICE airing on Apple Music, is similarly accompanied by Apple Music playlists and highlights featured artists and songs.