Apple’s plans for its first original TV show don’t make it sound like a swing-for-the-fences,House of Cards-style project. Instead, it’s working on an unscripted TV series about apps and app developers.

There are some big names attached, though, including musician Will.i.am and TV executives Ben Silverman and Howard T. Owens. (Silverman was previously co-chairman at NBC Entertainment and also serves as one of the executive producers of Netflix’s Marco Polo.)

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