Apple’s original TV content, a series called “Planet of the Apps” kicked off and can be watched online via iTunes.
Celebrity judges Jessica Alba, Gwyneth Paltrow, Will.i.am and Gary Vaynerchuk get to choose, during a 50-minute show, entrepreneurs’ apps.
App makers have 60 seconds to pitch their idea in front of the judges on a slow-moving escalator. Judges then have to vote whether they want to hear more, after which they can vote whether they would like to mentor the company for a chance to gain funding at the end of the show or not.
In the first episode an Air Force vet pitched an augmented reality app, two college friends went with a public safety app idea while an entrepreneur presented a 3D model of the entire world.
The first series is set to be 10 episodes long and new episodes will be released every Tuesday.