The art of taxation consists in so plucking the goose as to get the most feathers with the least hissing - Jeane Baptiste Colbert
GADGET DESIGNER Apple reportedly has snapped up video discovery startup Matcha.tv as it looks to boost its iTunes recommendation service.
The acquisition was reported by Venture Beat, which has heard from people "with knowledge of the deal" that Apple bought Matcha.tv for a price somewhere between $1m and $1.5m.
Apple has yet to confirm the deal, saying vaguely in a statement, "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans." Matcha.tv was not immediately available for comment.
Such a buyout does make sense for Apple, though. Match.tv, which was an iOS app offering film and TV recommendations across services including Netflix, Amazon and iTunes, shut down in May, with reports at the time claiming that the firm was not gone for good, but instead was working in a different direction. It's possible that direction involved Apple.
However, with Apple yet to speak about the news, it's still unclear what exactly the firm plans to do with the video discovery service. We can guess, though, that Apple will use the service to boost video recommendations on its Apple TV service, as it looks to lure users from Netflix.
Apple CEO Tim Cook has also recently hinted that the firm plans to revolutionize the TV industry, perhaps by introducing its own TV set, and those plans might involve Matcha.tv's technology.
There is still no indication as to when Apple will launch its own TV set, or if it ever will. µ
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