Gwyneth Paltrow and Gary Vaynerchuk sign on to Apple’s ‘Planet of the Apps’ reality TV show

Apple’s ‘Planet of the Apps’ reality TV show is set to receive some real star power, Variety reports. Actress Gwyneth Paltrow is expected to “serve as a mentor to contestants” on the upcoming reality series. Additionally, Gary Vaynerchuk (Gary V) has signed on to be an adviser to the show. Musician will.i.am will also serve as an adviser which suggests his role will be more limited than previously expected.

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“Developing and launching a business based on your own original idea can be exhilarating, but intimidating,” Paltrow said in a statement. “This is a great opportunity to be part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples’ lives.”

An open casting call for the upcoming reality show backed by Apple was first posted last month for potential participants. The reality series will focus on competitive app development for Apple’s platforms with the winner at the end of the series being rewarded with optional venture capital funding.

Apple is producing the series with the help of Ben Silverman who created The Biggest Loser and Howard T. Owens who created MasterChefs Junior. Apple first announced the series back in March, describing what sounded more like a documentary-style production about the app economy.

Aside from ‘Planet of the Apps’ which could end up on broadcast television, Apple is separately rumored to be creating original content for Apple Music with the help of artist Dr. Dre. The series is expected to be called ‘Vital Signs’ and depict a fictional story based loosely on Dr. Dre’s life.

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While Apple is helping produce ‘Planet of the Apps’, Apple’s Eddy Cue insists the company has no interest in creating more TV shows and original content like Netflix has shifted to with ‘House of Cards’ and ‘Orange Is The New Black’, although Apple Music recently acquired the viral Late Late Show segment ‘Carpool Karaoke’ which will be released through the music subscription service.