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Apple adds Jessica Alba to Planet of the Apps reality show

Actor and entrepreneur Jessica Alba will appear on Apple’s Planet of the Apps as a “mentor” for up-and-coming developers. She’s the fourth big name to be added to the show’s list of mentors, the last three including Will.i.am, Gwyneth Paltrow, and Gary Vaynerchuk.

Alba’s addition shows Apple sticking with people who bring a mix of star power and actual experience starting up business. Alba founded The Honest Company in 2011 and has been selling “natural” (think: non-GMO, gluten free, organic) baby products since then. Earlier this year, she also launched a natural makeup brand called Honest Beauty.

In addition to Alba, the production company behind Planet of the Apps is also announcing that Lightspeed Venture Partners has come on board as a “venture capital partner.” Its investments have included Snapchat, GrubHub, Nest, and TaskRabbit.

What we still don’t know is exactly what Planet of the Apps looks like as a show, whether it’ll be a Shark Tank-style competition or if it’ll simply be about following the journey of a startup. There’s no release date yet, but it’s expected to air on Apple Music once it’s ready.

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