Apple is expanding its original programming horizons beyond music with a new unscripted series about app developers.
The production was confirmed by Apple executive Eddy Cue and will apparently tell the story of a number of app developers within the App Store ecosystem, documentary style.
The company’s video productions have, until now, been based around music and have taken up residence within the Apple Music app.
Speaking to the New York Post, Cue said: "We’ve been focused on a lot of content around Apple Music. Video is a big part of it and we’ll do more of those. This was another opportunity right up our alley with apps."
Cue said the show, which will be produced in part by Will.i.am, will be available on a range of Apple devices.
However, the iTunes boss claimed the development is not a sign Apple is verging into Netflix-like territory where it’ll be producing a massive range of original content.
“This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that,” he added.
Whether this development will play a role in the forthcoming Apple Pay TV package remains to be seen. Recent reports have claimed Apple is still thrashing out bundle deals with content providers ahead of a possible service launch.
Although Apple is coming at this subject matter from an area of extreme expertise, the incestuous nature makes it appear this could be little more than a propaganda series, but we'll withhold judgement for now
Apple is also making a show starring Beats boss Dr. Dre, while earlier this week it was announced Apple Music will screen an exclusive documentary series produced by Vice.
