Apple’s ambitions to go head to head with Netflix and create its own lineup of exclusive movies and TV shows has long been the subject of much chatter and speculation. But its first original TV project a nonscripted series about apps might sound more like a marketing campaign than a blockbuster production. 

Apple announced that it was working with the entertainer Will.i.am and two veteran TV executives, Ben Silverman and Howard T. Owens, on a new show that will spotlight the app economy. 

Details about the production are scant, and it was unclear how directly the show would promote or refer to Apple’s own app store. Executives declined to discuss specifics, such as financing, title, timeline, storylines, episode length or how people will watch the show. 
The new app show came about after Mr. Silverman brought the idea to Apple. Mr. Silverman, who is an executive producer of the TV series “Jane the Virgin,” “Marco Polo” and “Flaked,” worked with Mr. Cue nearly a decade ago when he was an executive producer of “The Office,” which was made available on iTunes. 

Source: NY Times