#apple’s upcoming TV show will include an actual ‘escalator pitch’


The premise of Apple’s upcoming TV show, “Planet of the Apps,” has been known for awhile now: app makers will pitch their iOS app ideas for a $10 million pot of venture capital funding, some mentorship, and the chance to have their apps seen by millions of Apple TV users.

Turns out there’s an actual elevator pitch involved — although it’s not an elevator, it’s an escalator.

Apple executive Eddy Cue and Propagate Content’s Ben Silverman, who is co-producing the show with Apple, revealed at Recode’s Code Media conference earlier today that the show will include an escalator ride, during which the app developers have to pitch their apps. At the end of the escalator ride, a panel of expert judges — which include Jessica Alba, Gwyneth…

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