Amidst rumours that have been swirling about Apple’s desire to unveil original TV programming, a new report from The New York Times indicates that the company may be making its first foray into the arena with a show about apps. Apple announced earlier today that it’s working with Will.i.am and veteran TV executives Ben Silverman and Howard T.
Owens to create a new unscripted show that highlights the “app economy.” Apple executives have declined to discuss any specifics around the show, including even a title, timeline, or how the show will be delivered to viewers. Although it’s notably the company’s first original effort outside the music category — as Dr.
Dre’s upcoming show is — Apple SVP Eddy Cue noted that this latest entry does not represent any “broader ambition” by Apple in terms of original productions or streaming video, although he notes Apple will “continue to explore exclusive projects similar to the series about apps or its push into music programming.” This particular project was apparently initiated as a result of a pitch by Ben Silverman, executive producer of several recent hit TV series’ such as “Jane the Virgin” and “Marco Polo.” Silverman worked with Cue to make “The Office” available on iTunes nearly a decade ago.
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