Interesting that Will.i.am planned the show Planet of the Apps with his production company, then pitched and sold the concept to Apple (as opposed to the show being a brain-child born inside of Apple).

Also interesting is that the show is being designed around an app which will let you pause the show and dive deeper into a specific app or concept. This is very non-linear. I think it would be a mistake to pigeonhole this as a traditional reality show.

Watch the video.