Gwyneth Paltrow teams up with Will.i.am for Apple reality TV show

Planet of the Apps will see entrepreneurs compete for a £10 million investment

(Getty)

Imagine Dragons’ Den, but instead of Peter Jones and Deborah Meaden, contestants pitch to two of the world’s biggest celebrities, Will.i.am and Gwyneth Paltrow.

That’s pretty much the premise of Apple’s upcoming reality TV show, Planet of the Apps, which will see entrepreneurs compete for a £10 million investment in their phone app.

For those wondering, other than being in the Black Eyed Peas and appearing on The Voice, Will.i.am has been involved in numerous tech businesses, including Intel Corp. and Sensiya.

Meanwhile, alongside acting, Gwyneth Paltrow launched the website Gloop back in 2008, something she has since parted ways with.

Planet of the Apps is not the iPhone maker Apple’s only TV show; the announcement comes just days after the company bought a spin-off to James Corden’s The Late Late Show, focussing on the Carpool Karaoke segment.

Paltrow said of the upcoming show in a statement: “Developing and launching a business based on your own original idea can be exhilarating, but intimidating.

“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.”

CEO of Propagate - the company who will co-produce the show with Apple - Ben Silverman said: “Our team of advisers are entrepreneurs who have each launched and built successful brands and can tap into their personal experience to offer advice to the app developers selected for the series.

“Planet of the Apps will give app creators the chance to break through and share their ideas with the world. This is an exciting format that taps into what is driving culture today.”