Apple has acquired Matcha, a second-screen video search and recommendation service that was recently closed, for a fee believed to be between $1 million and $1.5 million.
Matcha was previously available as an iOS app, and it allowed users to get an overview of everything they could watch on a variety of cable TV networks and video-streaming services. But the service was closed back in May as it focused on a new direction — one which will now be controlled by Apple.
“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans,” a spokesman told VentureBeat.
This is the same response Apple gives for all enquires about rumored acquisitions. But according to “a source with knowledge of the deal who asked to remain anonymous,” the Cupertino company paid up to $1.5 million for the service. But VentureBeat believes the final fee may be much higher.
“Yet, the final amount could have been much higher, considering that Matcha.tv was seeing regular growth and was routinely ranked among the top 15 entertainment apps listed in Apple’s App Store,” the report reads. “Another source tells VentureBeat that the purchase price is definitely incorrect, but couldn’t comment further.”
In addition to providing users with a complete overview of what’s on their box from the likes of Comcast, Netflix, and Hulu, Matcha also offered features that would allow you to manage a queue of things to watch, get personalized recommendations for new shows, and connect with social networks to see what your friends were watching.
So what good is it to Apple? Well, it’s likely Matcha’s technology will later be integrated into the Apple TV, or that rumored Apple television the Cupertino company is supposed to be working on.
Apple is said to be working with cable providers to bring their services to one of these products, and with Matcha, Apple could combine those with the streaming services already available and still make it easy for users to quickly find what they want to watch when they sit down in front of the TV.