Gwyneth Paltrow & will.i.am Join Apple Unscripted Series

NEW YORK: Gwyneth Paltrow and will.i.am have joined Apple’s new unscripted production Planet of the Apps, where they’ll serve as mentors and advisors to the developers selected for the series.

The two stars will also executive produce the project along with Ben Silverman and Howard T. Owens of co-producer Propagate. Additionally, entrepreneur and online personality Gary Vaynerchuk will be one of the on-camera mentors.

“We are thrilled to collaborate with Gwyneth, Gary and will.i.am on Planet of the Apps,” said Silverman and Owens. “Starting a new business is not easy. 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.”

“Developing and launching a business based on your own original idea can be exhilarating, but intimidating,” said Paltrow. “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.”

“Being an entrepreneur and supporting entrepreneurs is basically all I’ve ever known,” said Vaynerchuk. “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. I’m looking forward to teaming up with the other experts and trying to help some of today’s great app entrepreneurs.”

“As tech drives modern pop culture now more than ever, we are giving a platform for the next generation of culture makers to shine,” said will.i.am. “We are searching for entrepreneurs with the vision to shape the future, solve real problems and inspire change within our daily lives.”