Apple is stepping up its game in original programming, abandoning baby steps for a full-blown plunge. The New York Post reports that the tech giant has teamed with veteran TV producer Ben Silverman to create a new show set in the world of app developers.

“While the tech giant has flirted with original content, this is first time Apple has backed a full-blown series,” the Post notes. “The Cupertino, Calif.-based has been making the Hollywood rounds in recent months, sparking speculation that it was plotting such a move.”

Eddy Cue, Apple senior VP of Internet Software and Services, told the publication that Apple will distribute the series across its devices. The Post adds: “Investing in original programming is one way to get consumers to use its iTunes service and could also form the basis for Apple’s long-rumored bid to offer a cable-like TV bundle.”