Actress-entrepreneur Gwyneth Paltrow will serve as a mentor to contestants in Apple's "Planet of the Apps," a reality-competition series designed to showcase the tech goliath's iTunes App Store that is set to bow in 2017.
In addition, tech investor Gary Vaynerchuk and musician-entrepreneur will.iam (who was previously attached to the project) will serve as advisers. The series is co-produced by Apple and Propagate Content's Ben Silverman and Howard Owens.
"Developing and launching a business based on your own original idea can be exhilarating, but intimidating," Paltrow said in a statement. "This is a great opportunity to be part of a series that lets us use our experiences to help app developers break through and create viable businesses that will impact peoples' lives."
Silverman and Owens added, "We are thrilled to collaborate with Gwyneth, Gary and will.i.am on 'Planet of the Apps.'... Our team of advisors are entrepreneurs who have each launched and built successful brands and can tap into their personal experience to offer advice to the app developers selected for the series."
The producers have launched a casting call at PlanetOfTheApps.com for up to 100 aspiring app developers to submit proposals for a chance to appear in the show. The deadline for applications is Aug. 26.
See photos of Gwyneth Paltrow through the years:
Gwyneth Paltrow through the years
Gwyneth Paltrow through the years
THE TONIGHT SHOW STARRING JIMMY FALLON -- Episode 0194 -- Pictured: Actress Gwyneth Paltrow on January 14, 2015 -- (Photo by: Douglas Gorenstein/NBC/NBCU Photo Bank via Getty Images)
CRUEL DOUBT -- Air Date 05/17/1992 -- Pictured: Gwyneth Paltrow as Angela Pritchard -- Photo by: Gary Null/NBCU Photo Bank
Gwyneth Paltrow holds a phone in a scene from the film 'Moonlight And Valentino', 1995. (Photo by Gramercy Pictures/Getty Images)
NEW YORK CITY - MARCH 29: Actress Gwyneth Paltrow attends the 'Jefferson in Paris' New York City Premiere on March 29, 1995 at the Paris Theatre in New York City. (photo by Ron Galella, Ltd./WireImage)
BEVERLY HILLS, CA - JANUARY 11: In this handout photo provided by NBCUniversal, Presenter Gwyneth Paltrow speaks onstage during the 72nd Annual Golden Globe Awards at The Beverly Hilton Hotel on January 11, 2015 in Beverly Hills, California. (Photo by Paul Drinkwater/NBCUniversal via Getty Images)
HOLLYWOOD, CA - SEPTEMBER 05: Actress Gwyneth Paltrow arrives at Hollywood Unites For The 4th Biennial Stand Up To Cancer (SU2C), A Program Of The Entertainment Industry Foundation (EIF) at Dolby Theatre on September 5, 2014 in Hollywood, California. (Photo by Barry King/FilmMagic)
NEW YORK, NY - FEBRUARY 12: Actress Gwyneth Paltrow attends the Boss Women fashion show during Mercedes-Benz Fashion Week Fall 2014 at Skylight Limited on February 12, 2014 in New York City. (Photo by Craig Barritt/Getty Images for Mercedes-Benz Fashion Week)
NEW YORK, NY - FEBRUARY 10: Gwyneth Paltrow attends The Great American Songbook event honoring Bryan Lourd at Alice Tully Hall on February 10, 2014 in New York City. (Photo by Kevin Mazur/Getty Images for Lincoln Center)
BERLIN, GERMANY - FEBRUARY 01: Gwyneth Paltrow attends the 49th Golden Camera Awards at Tempelhof Airport on February 1, 2014 in Berlin, Germany. (Photo by Luca Teuchmann/WireImage)
LOS ANGELES, CA - JANUARY 10: Actress Gwyneth Paltrow, wearing Diane Von Furstenberg, attends Diane Von Furstenberg's Journey of A Dress Exhibition Opening Celebration at May Company Building at LACMA West on January 10, 2014 in Los Angeles, California. (Photo by Donato Sardella/Getty Images for Diane Von Furstenberg)
LONDON, ENGLAND - DECEMBER 02: Gwyneth Paltrow poses in the winners room at the British Fashion Awards 2013 at London Coliseum on December 2, 2013 in London, England. (Photo by Stuart C. Wilson/Getty Images)
LONDON, ENGLAND - NOVEMBER 25: Gwyneth Paltrow attends the Matthew Williamson and Gwyneth Paltrow Kids Company dinner at aqua shard on November 25, 2013 in London, England. (Photo by David M. Benett/Getty Images)
PARIS, FRANCE - NOVEMBER 07: Gwyneth Paltrow launches the Printemps Christmas Decorations Inauguration In Paris at Printemps Haussmann on November 7, 2013 in Paris, France. (Photo by Dominique Charriau/WireImage)
HOLLYWOOD, CA - SEPTEMBER 16: Gwyneth Paltrow arrives at the 'Thanks For Sharing' - Los Angeles Premiere at ArcLight Hollywood on September 16, 2013 in Hollywood, California. (Photo by Steve Granitz/WireImage)
HOLLYWOOD, CA - SEPTEMBER 16: Actress Gwyneth Paltrow arrives at the Los Angeles Premiere 'Thanks For Sharing' at ArcLight Cinemas on September 16, 2013 in Hollywood, California. (Photo by Jon Kopaloff/FilmMagic)
EAST HAMPTON, NY - AUGUST 10: Actress Gwyneth Paltrow signs books during Authors Night For The East Hampton Library at Gardiner's Farm on August 10, 2013 in East Hampton, New York. (Photo by Matthew Peyton/Getty Images for East Hampton Library)
NEW YORK, NY - MAY 07: Actress Gwyneth Paltrow attends Meet The Developer at the Apple Store Soho on May 7, 2013 in New York City. (Photo by Debra L Rothenberg/FilmMagic)
THE TONIGHT SHOW WITH JAY LENO -- Episode 4448 -- Pictured: Actress Gwyneth Paltrow arrives on April 25, 2013 -- (Photo by: Stacie McChesney/NBC/NBCU Photo Bank via Getty Images)
HOLLYWOOD, CA - APRIL 24: Actress Gwyneth Paltrow arrives at the 'Iron Man 3' - Los Angeles Premiere at the El Capitan Theatre on April 24, 2013 in Hollywood, California. (Photo by Allen Berezovsky/WireImage)
NEW YORK, NY - MAY 06: Actress Gwyneth Paltrow attends the Costume Institute Gala for the 'PUNK: Chaos to Couture' exhibition at the Metropolitan Museum of Art on May 6, 2013 in New York City. (Photo by Jennifer Graylock/FilmMagic)
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Separately, Apple has made moves to acquire original programming for Apple Music, its streaming-music subscription service. Last month, the company pacted with CBS for 16 episodes "Carpool Karaoke," based on James Corden's popular "Late Late Show" singalong segments with celebs. Apple also is developing a scripted series from Dr. Dre for the music service.
"Planet of the Apps" is executive produced by Ben Silverman, Howard Owens, will.i.am and Gwyneth Paltrow. Craig Armstrong, Rick Ringbakk and Charles Watcher will serve as showrunners and executive producers.
"Being an entrepreneur and supporting entrepreneurs is basically all I've ever known. The opportunity to team up with Apple and Propagate for 'Planet of the Apps' to produce, what I think is potentially the most innovative show for entrepreneurs in the business sphere, excites me to no end," said Vaynerchuk, a tech investor and CEO and co-founder of VaynerMedia.
Will.i.am commented, "As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine. We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives."
The show's producers have teamed with Ryan Hoover's Product Hunt, a website for discovering new technology products, games and books, for a four-city tour in San Francisco, L.A., New York and Austin. The events are an opportunity to meet other tech entrepreneurs and hear from the team behind the series. The road tour kicked off in San Francisco and Los Angeles last week, in New York on Aug. 1 and will make a stop in Austin Aug. 4.