Tech giant Apple, Inc. is ramping up its television business and is developing a new show, according to reports Thursday.

According to The New York Times, the unscripted show will be about apps, will star singer Will.i.am, and be produced by Hollywood veterans Ben Silverman and Howard T. Owens.

Details about the show, which sounds more like an ad for apps on Apple’s iPhone range, are said to be scant, with no details available on storylines, the title, financing or other aspects.

“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 Senior Vice President of Internet Software and Services Eddy Cue told The Hollywood Reporter.

“We can really tell their stories as we explore how apps are developed and created and incubated.”

Not the first

Although it may come as a surprise to many, this isn’t Apple’s first foray into original content creation.

Along with producing and releasing programming including Taylor Swift’s 1989 world tour, a music docuseries from Vice called The Score, and exclusive video interviews, Apple is also funding Vital Signs, which is said to be a scripted drama starring Apple Executive and musician Dr. Dre. about the launch of Apple Music.

In the case of its past creations Apple has released them to subscribers of Apple Music, but given the new project isn’t music related it’s unclear how Apple intends to distribute it.

Of note, Cue told the Times that the new series was not indicative of any broader ambitions by Apple to create more original content, particularly in light of its now failed attempt to provide a subscription television service via its Apple TV set-top box.

“This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that,” Cue said, before noting while this series is a one-off, Apple would continue to explore opportunities to create exclusive projects like this one should they arise.

While there are zero details on a time frame for the series, if you own, or work at a company that develops apps it probably wouldn’t go astray to send a message to Apple saying how much you’d like to appear on the show and/or meet Will.i.am.

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