Emily Steel, writing for the New York Times:

Apple announced on Thursday that it was working with the entertainer Will.i.am and two veteran TV executives, Ben Silverman and Howard T. Owens, on a new show that will spotlight the app economy.

“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,” Eddy Cue, Apple’s senior vice president of Internet software and services, said in an interview.

Details about the production are scant, and it was unclear how directly the show would promote or refer to Apple’s own app store. Executives declined to discuss specifics, such as financing, title, timeline, storylines, episode length or how people will watch the show.

I mean, we’ve learned and struggled for a few years here figuring out how to make a decent TV show. PC guys are not going to just figure this out. They’re not going to just walk in. (With apologies to Ed Colligan).

Can’t wait to see what they come up with.