'Planet of the Apps' Star Gary Vaynerchuk Blames Show's Failure on Apple's Poor Marketing

Entrepreneur Gary Vaynerchuk, who starred in Apple's first original TV show "Planet of the Apps" as a mentor and investor, recently shared some insight into why he thinks the show ultimately failed, blaming Apple's marketing efforts.

Vaynerchuk made the comments in a recent episode of AskGaryVee, where he spoke with The Grill Dads from Food Network (via Business Insider). In the video, Vaynerchuk says that Apple did "everything" wrong when marketing "Planet of the Apps," and that he sat through Apple marketing meetings metaphorically "bleeding profusely from his mouth" from biting his cheeks to keep quiet on Apple's decisions.

Vaynerchuk's "Planet of the Apps" comments begin right around 27 minutes into the video.

I was on an Apple show, right? Planet of the Apps? Gwyneth, Will, Jessica Alba, and me and Apple didn't use me or Vayner[Media] to do the marketing and did EVERYTHING wrong. Apple. [...]

I don't trust anybody in marketing today. And I feel like when you have the misfortune of also knowing production and marketing you're sitting there -- and I did the same thing -- for all my bravado, I'm a real tough guy when it's in my home, this is my home. When I do content, it's my home. But when I'm in somebody else's house, I was taught to show respect.

You'd be blown away by the way I handled myself in the Apple marketing meetings. My cheeks were bleeding profusely out of every meeting because I was biting them. My tongue completely fell out of my mouth. You're also there with Jimmy Iovine and Jimmy is like 'I got it, we got it,' and I knew he wasn't in the trenches, I know Jimmy's no dope, clearly, but I was like f**k this.

Vaynerchuk didn't go into specific detail on what he thought Apple did wrong, but he did say that he felt Jimmy Iovine was not involved enough in the marketing of the show. Apple limited "Planet of the Apps" to its Apple Music subscribers as a perk, which undoubtedly had an impact on its popularity, but given the response to the show, it's doubtful more expansive marketing would have improved the ultimate outcome.

"Planet of the Apps" launched in the summer of 2017 and received rather mixed reviews. Engadget, for example, called it Planet of the Naps and said it was lousy TV, The Guardian said it "won't be a fun watch for anyone except maybe venture capitalists," and Variety said it was a "bland, tepid, barely competent knock-off of 'Shark Tank.'"

The unscripted series was meant to be about apps and the developers who make them. It featured several app developers who pitched different app ideas for a chance to be mentored by influencers and entrepreneurs that included Vaynerchuk, Gwyneth Paltrow, Will.i.am, and Jessica Alba.

Mentors helped their chosen candidates build out their apps and prepared them to ask for funding from Lightspeed Venture Partners.


"Planet of the Apps" wasn't universally hated and some viewers did enjoy it as it earned 3.5 stars on iTunes, but unlike Apple's second original TV show, "Carpool Karaoke: The Series," "Planet of the Apps" did not get renewed for a second season and Apple has not continued on with the series.

Top Rated Comments

SoyCapitanSoyCapitan Avatar
31 months ago
The show failed because:

Gary Vaynerchuk is annoying. Nobody can figure out what he does or why he thinks he is the man. Whenever his videos come up on social media I just hit the 'Report' button and choose the 'Spam' or 'Scam' option.

Gwyneth Paltrow is privileged out-of-touch rich chick who used her fame to build a brand that defrauds women and encourages women to be stupid by selling complete quackery like Jade Eggs to strengthen their vaginas.

Same as above with Jessica Alba. So far this casting is a disaster and would offend most real entrepreneurs who had no fame and worked to the bone from poverty.

Then we add Will.I.Am to the mix. Overexposed, overrated, overpaid, and has an annoying name.

The only way this show could have been a bigger failure would be to add Ashton Kutcher to the mix.
Score: 56 Votes (Like | Disagree)
Raindrop2309 Avatar
31 months ago
the show sucked.
Score: 52 Votes (Like | Disagree)
itsmilo Avatar
31 months ago
Well for one thing it seems utterly stupid and random to stream tv shows on Apple MUSIC. Sort of the same reason I am impressed that original shows are still a thing on YouTube but at least that is actually about videos I guess
Score: 23 Votes (Like | Disagree)
fuchsdh Avatar
31 months ago
Guy who sells marketing services blames failure of something on failure to use his marketing services. news at 11.
Score: 22 Votes (Like | Disagree)
TimmeyCook Avatar
31 months ago


Apple should had muffle it more.

No, it wasn’t Apple marketing, and he never was in a successful show and never will be.
Score: 17 Votes (Like | Disagree)
KernelG Avatar
31 months ago

This is true. Many people think it was a bad show, and those people happen to not fit into the target audience and viewed the show as Apples touted competitive original content designed to go against Netflix.

Or that target demo was just too small. I can only speak for myself (crazy on the internet, I know), but I had no interest in the show, I thought the cringeworthy name telegraphed even lower expectations, and it didn't matter who was starring in it. The marketing had no effect either way.

I am looking forward to some of the other announced shows, however, especially Foundation.
Score: 15 Votes (Like | Disagree)

Top Stories

m1 chip macbook air pro

Kuo: Redesigned MacBooks With Apple Silicon to Launch in Second Half of 2021

Tuesday November 24, 2020 7:53 pm PST by
Apple plans to release additional MacBook models with Apple Silicon in the second half of 2021, according to analyst Ming-Chi Kuo, as part of the company's two-year transition away from Intel processors across its Mac lineup. In a research note today, obtained by MacRumors, Kuo said that these MacBook models will feature a new design. Kuo did not specify which models these will be, but he...
Apple Watc black friday 20 sale feature

Apple Black Friday 2020: Best Apple Watch Deals [Updated]

Wednesday November 25, 2020 4:01 pm PST by
Black Friday sales have begun on a variety of products, including the Apple Watch. There are quite a few deals across the Apple Watch lineup this year, including one of the lowest price we've ever seen the Apple Watch Series 3. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the...
AirPods Pro black friday 20 sale feature 2

Black Friday 2020: AirPods Pro Reach Lowest Price Ever [Updated]

Wednesday November 25, 2020 3:22 pm PST by
Black Friday has kicked off this week, and one of the first major sales for the AirPods Pro is available right now on Walmart. You can find this deal below, along with a few other solid discounts on the regular AirPods. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site...
13 16 inch macbook pro air trio

Reliable Leaker Suggests Redesigned MacBooks in 2021 Will Include Both Apple Silicon and Intel Models

Wednesday November 25, 2020 9:15 am PST by
Reliable leaker known as "L0vetodream" has today suggested on Twitter that redesigned MacBooks coming in the second half of 2021 will include models with both Apple Silicon chips and Intel processors. The brief Tweet came in response to a MacRumors article from earlier today, which outlined a report from Ming-Chi Kuo claiming that Apple plans to release redesigned MacBook models with Apple ...
mac mini macbook pro macbook air

Apple M1 Hands-On Comparison: MacBook Air vs. MacBook Pro vs. Mac Mini

Monday November 23, 2020 3:40 pm PST by
Apple's M1 Macs are out in the wild now, but ahead of the holidays, you might still be trying to figure out which one to pick up, either for yourself or as a gift for someone else. We've got all three of the new Macs available, so we thought we'd give MacRumors readers a hands-on overview of each machine in our latest YouTube video. Subscribe to the MacRumors YouTube channel for more videos. ...
app store christmas icon

Apple Shutting Down App Store Connect From December 23 to December 27

Monday November 23, 2020 10:14 am PST by
Apple shuts down App Store Connect for a week around the holidays each year in an effort to give App Store staff time off from work. This year, App Store Connect will be unavailable from December 23 to December 27. With App Store Connect unavailable, Apple will not accept new apps or app updates, so all pricing changes and new app submissions need to be locked in before those dates for...
iPads black friday 20 sale feature

Apple Black Friday 2020: Best iPad Deals [Updated]

Tuesday November 24, 2020 8:51 am PST by
Black Friday is underway, and we're tracking discounts across Apple's lineup of iPads, including the current-generation 10.2-inch iPad, iPad Air, and iPad Pro. We'll be keeping this post updated as new deals appear and current ones expire, so be sure to keep checking back for the latest. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a...
Target November Deals 1

Black Friday Spotlight: Target Begins Week-Long Sale With Deals on iPhone 12, Powerbeats Pro, and More

Monday November 23, 2020 8:07 am PST by
We've been tracking early Black Friday deals in our dedicated Black Friday Roundup, and in an effort to prepare our readers for the big shopping event we're highlighting sales store-by-store in the lead-up to November 27. Note: MacRumors is an affiliate partner with Target. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running....
new mac mini logicpro screen

M1 Macs Able to Run Up to Six External Displays Using DisplayLink

Tuesday November 24, 2020 6:53 am PST by
It is possible to run up to six external displays from the M1 Mac mini, and five external displays from the M1 MacBook Air and MacBook Pro, with the aid of DisplayPort adapters, according to YouTuber Ruslan Tulupov. This far exceeds Apple's specified limits on external displays with the M1 Macs. Apple's host of new M1 Macs are not capable of supporting as many external displays as their...
2020 apple shopping event

Apple Offering Up to $150 Gift Card With Select Products on Black Friday Through Cyber Monday

Monday November 23, 2020 2:53 am PST by
Apple has announced its annual four-day shopping event, offering customers up to a $150 Apple Store gift card with the purchase of select products between Black Friday and Cyber Monday in the United States. The gift card values in the United States are as follows: $150 for 16-inch MacBook Pro $150 for 21.5-inch iMac $50 for 13-inch MacBook Pro $50 for MacBook Air $50 for iPhone SE,...