Apple's first original program lets developers pitch their ideas to celebrity entrepreneurs. The entrepreneurs then help app-inventors hone their ideas in an incubation period, and eventually pitch their product to Lightspeed venture Partners. Leon Crutchley and Chris Knight, Co-Founders of "Eight TV," competed on the season finale and successfully earned a $250,000 investment from Lightspeed through the program. Crutchley and Knight say competing on the show, and the funding they received, helped propel their product to become one of the most popular shopping apps in Apple's app store.