Apple has dropped the first trailer for Planet of the Apps, its reality competition series aimed at finding up and coming app developers.

Co-produced with Propagate Content, Planet of the Apps features Gwyneth Paltrow, will.i.am., digital entrepreneur Gary Vaynerchuk and actress-entrepreneur Jessica Alba as mentors and advisers and is hosted by Zane Lowe; Lightspeed Venture Partners is attached as venture capital partner.

In the series, contestants have 60 seconds on the escalator (not elevator), to pitch their ideas and get one of the advisers interested in their idea.

Goop founder Paltrow, will.i.am, Alba and Vaynerchuk also executive produce with Propagate’s Ben Silverman and Howard Owens. Michael Agbabian, Dwight Smith, Mary Celenza and Charles Wachter are showrunners.

A premiere date has not yet been announced.

Check out the trailer above.