Apple’s Worst Idea Ever?

Really? An unscripted TV show about app developers?

The New York Times, New York Post, and Hollywood Reporter played it straight, letting Eddy Cue describe, without comment, what Apple is billing as its first original TV content: An unscripted show about the app economy.

“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,” Apple’s top dealmaker told the Reporter.

““We thought it was perfectly tailored for Apple,” Cue told the Times.

The wags on Twitter, however, didn’t hold back.

  • Charlie Warzel (@cwarzel) congrats to apple on what sounds from its description like the literal worst television show
  • Mike Rundle (@flyosity) “I set the price at $4.99 and made a total of $349 after spending 5 months building it.” Roll credits.
  • Kevin Nguyen (@knguyen) no tech company has failed disastrously at original content yet. time for Apple to step up!

Me, I’m trying to suspend my disbelief. After all, the show wasn’t Cue’s idea. The project was brought to Apple by producer Ben Silverman (Jane the Virgin) and, frontman for the Black Eyed Peas (I Gotta Feeling) and music producer with a magic touch (seven Grammys, eight American Music Awards, a Billboard Music Award, a Teen Choice Award, two MTV Video Music Awards, and three World Music Awards).

Making must-see TV show out of unscripted interviews with app developers, however, will be a challenge, even for these guys.

What if they turned the geeks into Muppets? That might work! Cue the my favorite video:


  1. Richard Wanderman said:
    I can’t say it’s their worst idea ever (no doubt they’ve had plenty we don’t know about), but to me it sounds close. This does not sound like their “House of Cards”

    March 25, 2016
  2. Carolyn Sills said:
    It sounds more like videoblog of app developers made for geek sphere.

    If Apple really want to venture into original content, it should be the familiar tv (crime) dramas with big stars to hook in different demographics.

    March 25, 2016

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