Apple Working on Original Television Series About Apps


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Original poster
Apr 12, 2001

Apple is working with and TV executives Ben Silverman and Howard T. Owens on a new non-scripted television show that will "spotlight the app economy," reports The New York Times. There are no details on the television show beyond the App Store premise, so it is not clear what format episodes will take.

Apple executives have not made details like title, timeline, storylines, or episode length public, and there is no information on where the show will be promoted. Given that it's focused on the App Store, it could be made available through an app, shown through the App Store itself, or be made available as a standard television show on iTunes.

The App Store series was conceived by Ben Silverman, who presented the idea to Apple. Silverman is an executive producer on shows like Jane the Virgin, The Biggest Loser, Marco Polo, and Flaked.

In an interview with The New York Times, Apple iTunes chief Eddy Cue cautioned that the show is not a signal that Apple will be delving deeper into original television and streaming video, despite rumors last year suggesting the company was meeting with Hollywood executives to make a big push into original programming.
"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," Eddy Cue, Apple's senior vice president of Internet software and services, said in an interview. [...]

"This doesn't mean that we are going into a huge amount of movie production or TV production or anything like that," Mr. Cue said. He added that the company would continue to explore exclusive projects similar to the series about apps or its push into music programming.
Along with its television show focused on apps, Apple is also creating a television series called Vital Signs that will star Beats co-founder and Apple executive Dr. Dre. Described as a dark semi-autobiographical drama, Vital Signs will be used to promote the Apple Music streaming service, much like this new television show will promote the App Store.

Article Link: Apple Working on Original Television Series About Apps
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Glassed Silver

macrumors 68020
Mar 10, 2007
Kassel, Germany
Okay okay, I totally understand what many people will likely comment and I can't knock you guys for that.
I feel like this sounds like a slightly boring TV Show to watch as well, but really ANYTHING Apple tries to do to make discovery of apps better and spotlight actually interesting apps is very welcome in my books.

Glassed Silver:mac


macrumors 65816
May 16, 2012
UK What is wrong with Apple? A man with no talent (does anyone remember the hideous iPhone camera he designed) making a tedious tv show about apps. I would rather burn my telly than watch that rubbish, and please don't even get me started on Dr. Dre.


macrumors G4
Jun 27, 2007
Central U.S.
I understand a documentary, but I'm not sure how this could be a recurring TV series? The app design and development process fascinates me, and it's a part of my daily work. There can be a lot of push and pull back and forth from different parties involved. Most of the drama I've seen usually involves contracted work, haha. And within the startup environment (of which I am not involved but through friends) there are bound to be some interesting stories about companies competing to be the first one to release a new app idea that they know someone else is working on. But I doubt most people would find this to be interesting television.


macrumors member
Mar 14, 2013
I imagine it wouldn't be a tv show about finding cool apps on the App Store, but more like a series of mini documentaries on various apps, how they were conceived, stuggles, etc. I wouldn't watch all of then, but I would find it pretty fascinating every now and again. I would love to see the early evolution of Siri.


Feb 17, 2009
That the best Apple can come up with? WOW!
Better than:

Game Center Reality Shoot Out

With a bracket set up.

Detroit vs. Miami
Oakland vs. Stockton
Flint vs. Buffalo
Memphis vs. New Haven
St.Louis vs. Indianapolis
Cleveland vs. Newark
Little Rock vs. Kansas City
Baltimore vs. Washington DC
Milwaukee vs. Atlanta
Rockford vs. Birmingham

There's probably an app for it like UFC, where you can trade bad dudes etc..
Before the idea is finalized, before a single episode has aired and people are already negative nellys. Wow.

Apple has nothing to lose and everything to gain in trying something new and outside its comfort zone.
Yes, we are not always comfortable with what Apple does.


Sep 4, 2009
Oh man. "Apple is working with" is not new to the valley. He has several tech investments in action already. My favorite story about the guy is he was working late in Campbell (the Pruneyard for you locals) and decided to go out for a drink. He walked toward one bar in downtown Campbell, the bouncer stopped him at the door saying, "You look like a lot of trouble and that is the worst poser outfit I ever saw." and was sent away. Instead of a scene, he just went to a nearby bar. I think he blogged about it.