Apple’s ambitions now extend into original video content, but its first project is taking it nowhere outside of its comfort zone.
The tech giant revealed on Thursday that it has partnered with music artist Will.i.am along with veteran TV executives Ben Silverman and Howard T. Owens to produce a new show about mobile apps, according to the New York Times.
The upcoming series will be Apple’s
first foray into entertainment content not related to music, such as Taylor Swift’s 1989 world tour and exclusive interviews with major music artists.
“One of the things with the app store that was always great about it was the great ideas that people had to build things and create things,” said Eddy Cue, Apple’s senior VP of Internet software and services, speaking to the Times.
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However, he noted that the project isn’t a signal that the iPhone maker is planning to jump into major productions such as feature films and television shows like Netflix’s Orange Is the New Black—though it will continue to explore projects similar to the app-focused series.
Apple has also been rumored to be working on its own programming since last year as well as its own streaming service.
Not much is known about the series, including its title, timeline, financing, storylines, and how it will be distributed. It’s also unclear how much it will promote Apple’s own App Store.
The idea for the series came from Silverman, who worked with Cue as an executive at NBC when the television series The Office was brought to iTunes.