Following months of speculation about the company’s intentions to produce a slate of original programming, Apple announced Thursday its first official television project, a collaboration with The Black Eyed Peas hitmaker will.i.am.
The New York Times reports that the unscripted series will focus on app culture, and that veteran television producers Ben Silverman (Jane the Virgin, Ugly Betty, The Office), who brought the idea for the series to the brand, and Howard T. Owens (The Biggest Loser, Nashville Star) will work with the musician on the project.
will.i.am previously criticized the tech company’s Apple Watch after debuting his own Puls Watch in 2015, indicating the odd nature of needing both an iPhone and an Apple Watch for a streamlined experience.
Though Apple has experimented with various forms of original content in the past, like last year’s exclusive broadcast of Taylor Swift’s 1989 World Tour concert special, the app series is believed to mark the brand’s first foray into traditional format television programming.
“One of the things with the app store that was always great about it was the great ideas that people had to build things and create things,” SVP of Internet software and services, Eddy Cue, told The New York Times. “This doesn’t mean that we are going into a huge amount of movie production or TV production or anything like that.”
News of the app series comes shortly after Apple picked up the six-part Vice Media series, The Score, on Wednesday.
A title, premiere date, or information on how viewers will be able to watch the show have not been released.