Eddy Cue Previews 'Planet of the Apps' at Code Conference: Non-Linear Viewing, Weekly Release, First Trailer and More

Eddy Cue, Apple's SVP of Internet Services, spoke at Code Conference tonight alongside Planet of the Apps producer Ben Silverman to preview the show and debut the first trailer from the program. Cue and Silverman also teased several unique aspects of the show, including a dedicated app that allows you to watch the show in a non-linear format.


The format of the show is similar to that of fellow talent-based reality shows The Voice and Shark Tank. Aspiring app developers descend down an escalator while pitching four judges on their idea. By the time they get to the bottom, the judges must swipe left or right to demonstrate whether they're interested. If multiple judges swipe right on a contestant, the contestant gets to choose who they want to pair with. Once paired, the developer goes through an incubator period, getting advise from developers at big companies like Uber, until it's ready enough to pitch to Lightspeed Venture Partners for funding.

Silverman and Cue say that the show will debut a new episode every week starting in the Spring, rather than dumping the entire season on a single date, as Netflix tends to do. The show will also have a dedicated app that'll allow viewers to watch the show in a non-linear format. Within the app, people will have the opportunity to pause the linear version of the show to access unused footage of specific developers.

Apple wasn't the first choice for the show, according to Silverman. The project was initially shopped around to the big networks. The show drew major interest, but Will.I.Am brought up the show to Jimmy Iovine while at a meeting with Apple in Los Angeles. Apple was interested, and Silverman and the rest of the producers slowed down the process with the networks to give Apple a chance at securing it for Apple Music.

When asked why a TV show about apps is debuting on Apple Music, Cue says that he believes video could a differentiator for the service. "We think we have an opportunity to do something unique with Apple Music and shows," Cue said. "The things we're doing aren't being done by anyone else. If we wanted to do something everyone else was doing, we might be better off buying something or whatever." He later clarified that shows on Apple Music don't have to be about music, similar to how MTV programming isn't always about music.


Cue says Apple is just starting out with original content, but that it wants to do more. When asked whether it could see itself becoming Netflix, Cue said Apple wants to see where it can go with its own strategy. Cue later emphasized that Apple doesn't just want to buy shows, denying that Apple was ever interested in purchasing The Grand Tour. Instead, Apple only wants to make shows that are unique and "create culture."

Silverman says that Apple's influence is the only reason he thinks Planet of the Apps could work, pointing out that developers and stars, like judges Jessica Alba and Gwyneth Paltrow, might not have signed onto the show if Apple had not been producing the show.

Planet of the Apps will not have ads. Cue says he's unsure if future Apple productions will have ads, but that he doesn't know of many people who actually watch ads when they're watching programming. Cue says a lot of people either watch shows on streaming services or purchase or rent them from places like iTunes, bypassing the ads of regular TV.

Cue also talked about the future of TV. When asked what the big roadblock for Apple was when it was planning its rumored TV service, Cue said discoverability and the complexity of the TV industry. Cue said the TV app is one way to help customers find the content they want to watch without jumping into various services. Cue also says industries are reticent to change, and that people in the industry aren't yet moving in the same direction, making it difficult for Apple to put what it wants to do together. However, Cue says Apple is not interested in pursuing a skinny bundle. In 2015, the CEOs of Time Warner and CBS said Apple was working on a "forward-thinking" streaming service.

Update: Apple also debuted a new, longer trailer for Carpool Karaoke at the Code Conference.

Top Rated Comments

ILuvEggplant Avatar
70 months ago
Guys I hate to say this but I truly believe it.

Steve Jobs would have never allowed this.

He really would have yelled at the team then cried after.
Score: 36 Votes (Like | Disagree)
AgentElliot007 Avatar
70 months ago
And to be clear, I don't like being negative for the sake of being negative, and I'll check this out with an open mind only out of curiosity, but this screams terrible. Gwyneth Paltrow and Will I Am? Seriously? That's beyond tone deaf. It's embarrassing. That trailer made my brain hurt.
Score: 33 Votes (Like | Disagree)
ErikGrim Avatar
70 months ago
Gwyneth Paltrow and Will.i.am? Hard pass.


...and I was actually interested in what may have come of this.
Score: 32 Votes (Like | Disagree)
avanpelt Avatar
70 months ago
I suspect that this show is going to be a tremendous failure. Most people I know couldn't care less about the app development process nor the developers behind the apps. They just want to go to a store and download apps that interest them or help them.

I think the show could resonate with a lot of folks on MR and similar forums. I'm just not sure that will be enough for Apple to keep it alive.
Score: 29 Votes (Like | Disagree)
aaronhead14 Avatar
70 months ago
Oh goodness this looks horrible.
Score: 22 Votes (Like | Disagree)
westonm Avatar
70 months ago
I'm trying really hard to reserve my judgment until it actually comes out, but this, this is not a direction I'd like to see Apple headed.
Score: 21 Votes (Like | Disagree)

Popular Stories

top stories 2jul2022

Top Stories: M2 MacBook Air Release Date, New HomePod Rumor, and More

Saturday July 2, 2022 6:00 am PDT by
The M2 MacBook Pro has started making its way into customers' hands and we're learning more about how it performs in a variety of situations, but all eyes are really on the upcoming M2 MacBook Air which has seen a complete redesign and should be arriving in a couple of weeks. Other top stories this week included a host of product rumors including additional M2 and even M3 Macs, an updated...
Mac Studio IO

Apple Begins Selling Refurbished Mac Studio Models

Thursday June 30, 2022 7:42 pm PDT by
Apple today began selling refurbished Mac Studio models for the first time in the United States, Canada, and select European countries, such as Belgium, Germany, Ireland, Spain, Switzerland, the Netherlands, and the United Kingdom. In the United States, two refurbished Mac Studio configurations are currently available, including one with the M1 Max chip (10-core CPU and 24-core GPU) for...
macbook air m2

Exclusive: Apple Plans to Launch MacBook Air With M2 Chip on July 15

Wednesday June 29, 2022 5:23 pm PDT by
The redesigned MacBook Air with the all-new M2 Apple silicon chip will be available for customers starting Friday, July 15, MacRumors has learned from a retail source. The new MacBook Air was announced and previewed during WWDC earlier this month, with Apple stating availability will begin in July. The MacBook Air features a redesigned body that is thinner and lighter than the previous...
13 inch macbook pro m2 mock feature 2

M2 MacBook Pro Much Slower Than Previous Model

Friday July 1, 2022 2:24 am PDT by
Apple's new 13-inch MacBook Pro with the M2 chip features a significantly slower SSD compared to the previous model, resulting in poorer performance in some workflows, it has been discovered. Specifically, it has been found that the $1,299 base model with 256GB of storage has significantly slower SSD read and write speeds compared to the equivalent previous-generation 13-inch MacBook Pro....