“We’ve seen some really, truly inspiring and incredible stories from our developers in what they’ve done, where they come from, how they started and the problems they’ve solved,” explains Eddy Cue, who oversee iTunes and Apple Music among other software and services at Apple.
Adds Silverman: “We can really tell their stories as we explore how apps are developed and created and incubated.”
Silverman and Cue have a relationship that stems back to his time as co-chairman of NBC Entertainment when they worked together to promote The Office during its early years. Silverman says that Owens and Will.i.am, the Black Eyed Peas front man and a tech entrepreneur, brought the project to him and he took it straight to Apple. “They’re the only partners that can make this idea happen,” he adds.
This is Silverman's first move since leaving Electus, the studio he co-founded. Silverman has been out of day-to-day at the company since September but, according to a source, Electus bought back his shares earlier this week.
This is the second TV project to emerge from Apple in recent months. After spending the better part of last year negotiating with TV networks about a skinny TV bundle distributed via Apple TV, the Cupertino-based tech giant has pulled back from those plans and instead has placed its focus on a series of one-off projects. The first is Vital Signs, a scripted drama starring Apple exec and music mogul Dr. Dre, that is expected to launch as part of subscription music service Apple Music. The company is also distributing a music docuseries from Vice called The Score, which premiered on Apple Music yesterday (Mar. 23).
Since the launch of the Apple TV in 2007, television had taken a backseat at Apple, where executives have focused on big sellers like the iPhone and iPad. But the company signaled that it was making the living room a new focused last fall with the release of a revamped Apple TV set-top box, which includes access to Apple Music, an app store and Siri voice command.
Cue declined to comment on how the new unscripted series will be distributed, noting that the project is in an early phase and many details are still being worked out. “We certainly want everyone to be able to watch this on their TV, iPhones and iPads,” he acknowledges, explaining that it’s “a brand new thing that we’re doing.”
This article was first published by The Hollywood Reporter.