There's a new reality show competition series on the way that will see people pitch their app ideas to a panel of 'the world's most culturally influential entrepreneurs' - Gwyneth Paltrow,, digital entrepreneur Gary Vaynerchuk and actress-entrepreneur Jessica Alba.

The series, which will air on Apple, will see contestants have 60 seconds on an escalator to pitch their ideas to the panel and get one of the mentors interested.

It's kind of like Dragon's Den with famous folk essentially.

It looks like it could be absolutely terrible yet totally addictive, so like every other reality show really.

Watch the trailer below: