Apple will finally be foraying into the world of TV production as it announced that it will be creating its first project amidst persistent rumors that it is devising a plan to rival Netflix's dominance in the video streaming race. Produced by Black Eyed Peas leader Will.i.am and TV show bosses Howard T. Owens and Ben Silverman, the unscripted show will focus on app developers, a theme close to the tech conglomerate's heart.
Eddy Cue, senior VP of Internet software and services for Apple, however, said that the move of the Cupertino-based company means that it is still testing the waters when it comes to movie or television content creation, and is not yet planning to launch its own streaming service with original or licensed productions.
The untitled series will most likely be promoting the App Store and its other branded content. Apple has kept the lid on other details so far like the release dates and plans, title and episodes though most tech pundits agree that the project is expected to be distributed across the corporation's many device platforms like iPhone and iPad, the New York Times reported.
The new project fell into the company's hands when Silverman, who also produces "Marco Polo" and "Jane the Virgin," approached Apple and Cue (former President of National Geographic) about doing the show. Both Silverman and Cue worked together before on the situational comedy "The Office."
Before the unscripted series, the entire tech giant's original programing efforts were centered in the music industry. Just a few days before the announcement, Apple, through its music streaming content provider Apple Music, released the first installment in a six-part music documentary series produced by Vice Media. The company is also said to be collaborating with rap legend Dr. Dre for a scripted series, Variety reported.
Apple also did the behind-the-scenes look for Taylor Swift's "1989 World Tour" and several clips of interviews with music stars like Adele in a bid to attract more users to pay $10 to subscribe to Apple Music because of stiff competition from Spotify, Tidal and other music streaming services.
Here is the latest ad for Apple Music starring Taylor Swift: