Gwyneth Paltrow and Will.i.am join Apple's reality TV show

Planet of the Apps, Apple's first leap into the TV content pool just snagged a couple of big names. The show, which will follow an unscripted reality TV format, is set to feature famous lady Gwyneth Paltrow, rapper Will.i.am and digital media personality Gary Vaynerchuk as advisors and mentors to a class of entrepreneurs and app developers.

For the uninitiated, Vaynerchuk was an early luminary on the social web and currently heads up his international Vaynermedia agency as CEO. Will.i.am, joined the show as a producer early on, and makes a natural fit because he loves both punny titles and technology. While Gwyneth Paltrow might be better known for promoting moon dust than coding in Swift, she has undeniably re-branded herself as an internet entrepreneur with a successful lifestyle publication and thriving online business. (Also, she and Steve Jobs named their babies after the same fruit.)

The show starts filming later this year, but applications remain open until August 26th -- which means developers looking for a little extra exposure for their work will want to buckle down. Chosen contestants need to have their app in working order by October 21st to be eligible. (Betas are OK, though.) In total, 100 developers will make the cut and and receive "hands-on guidance" from Will.i.am, Paltrow, Vaynerchuk and other tech and entertainment luminaries. Naturally, they'll also have the chance to meet with potential backers to discuss investments up to $10 million and possibly see some featured placement in the App Store.

Aside from Planet of the Apps, which looks on track to debut sometime mid–2017, Apple is also working on another piece of original programming: a six-part music documentary with Vice called The Score. But, as Apple senior VP Eddie Cue said earlier this year, the company has no plans to become a production house anytime soon.