Apps, Gwyneth Paltrow and $10m: what's up with Apple's new TV show?

The reaction to Planet of the Apps, in which app developers compete for investment under the guidance of Paltrow and Will.i.am, has been lukewarm

When you hear the name Gwyneth Paltrow, what is the first thing that comes to mind? Perhaps it's her Oscar-winning acting, her neurotic eating habits as documented on her lifestyle blog Goop, or her praise for steam-cleaning one's vagina (not recommended by doctors). You might also think of her appearance in Glee, her "conscious uncoupling" from Coldplay singer Chris Martin or her pint-sized fitness guru Tracy Anderson.

What probably won't immediately come to mind is app development. So it comes as quite the surprise that she's been selected as a mentor on Apple's new reality TV show about apps and their creators, called Planet of the Apps.