Apple Inc.’s first episode of its new video series Planet of the Apps played out pretty much like you’d expect if you saw the trailer: Tech entrepreneurs are complimented and cut down to size in a formulaic piece of reality-TV craftsmanship that melds “The Voice” and “Shark Tank.”

The premise of the show, available on iTunes, Apple Music and its own site, is developers attempting to peddle their app ideas to a triumvirate of not-so-tech-savvy stars in Jessica Alba, Gwyneth Paltrow and will.i.am. Entrepreneur Gary Vaynerchuk is also on the panel of judges as well.

In the spirit of melodramatic panel judge-versus-intrepid contestant television, the developers have one minute to pitch their idea while descending down an elevator that takes one minute to deliver the creators to the wolves. This is called — wait for it — “the elevator pitch.” If they get one nod from the judges, they can expand on their pitch, with the goal for contestants being a tête-à-tête with venture capitalist firm Lightspeed Ventures.

Reviews have been mixed, but on the whole more negative than positive. Commenting on style, Variety was harsh, calling it a “bland, tepid, barely competent knock-off of Shark Tank.” The Verge was similarly disdainful regarding delivery, saying the episode was “surprisingly low-rent.” Perhaps the worst blow was Business Insider’s headline: “Apple fans and employees are ‘ashamed’ of Apple’s new reality show.”

Other critics were kinder, with Mashable saying the show works if you understand the development of apps and the tech industry, decrying the first episode for a lack of drama the average viewer can relate to. “In dissecting the technology that arguably divides us socially, Planet of the Apps loses a lot of humanity,” said Mashable. In this vein, “Planet of the Apps” was also criticized for a lack of self-awareness as it spit out salvos of overused and often scoffed-at startup tropes such as “disrupt the space.”

For all the bruises Apple’s show has sustained over the clunky style and lack of a clear identity, at least its contestants gained some amount of praise. The show’s notable participants were the two young creators of the personal safety app “Companion.” The question is whether the show will survive longer than the apps.

“Planet of the Apps” is available on iTunes, Apple Music and its own site.

Image: YouTube