I'm reasonably certain that the team developing this have enough on their plate to not write their own custom apps just yet, and they're certainly not going to

I'm reasonably certain that the team developing this have enough on their plate to not write their own custom apps just yet, and they're certainly not going to let 3rd parties close to it just yet. There is an App Store icon in the video when the "menu" comes into view. That's a pretty heavy implication that there's going to be native apps running on the thing.