Apple is no stranger to acquiring companies, and, according to reports, the Cupertino-based company has done it again.
According to a tweet sent out by CNBC, and a separate report published by The Wall Street Journal, Apple has acquired a company called Emotient. This is an artificial intelligence startup, which, according to the company’s site, reads emotions on a person’s face through facial expressions analysis.
Apple buys artificial-intelligence startup Emotient , no price given for deal – Dow Jones
— CNBC Now (@CNBCnow) January 7, 2016
For quite some time, Emotient’s technology was being used by advertisers to weigh the strength and quality of a particular ad. Emotient would use its technology to indicate through emotional reactions whether or not an advertisement’s reaction was positive or negative, based on how watchers were reacting to it.
As is par for the course, when Apple actually wants to confirm it has acquired a company, a spokesperson informed the WSJ that it has indeed acquired Emotient with its standard reply:
“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”
As for what Apple plans to do with Emotient and its technology, or how much Apple spent on the acquisition, that’s not known at this point. However, this is the second company that Apple has acquired recently that has a strong focus on facial recognition of some kind. In November, Apple confirmed it had acquired Faceshift, a company that used technology to capture facial expressions using 3D technology in real-time.