Apple Acquires Matcha For Social Viewing

Apple acquired, a social film and TV recommendation engine, likely to beef up its TV and film viewing experience for iOS and Apple TV users.  

The startup was bought for a reported $1 million to $1.5 million, according to VentureBeat. Apple confirmed the acquisition  of the content aggregation company on Tuesday, according to the Wall Street Journal.

Matcha would tell users where video can be found on the Internet, such as finding "Mad Men" episodes on Netflix, iTunes or on Amazon. Other companies such as Nintendo and Microsoft will offer a similar recommendation service in the near future, so Apple's acquisition makes sense in the current market. (However, Matcha users have been told that their data has now been deleted.)

Previously Apple chief Tim Cook said that Apple still "has something to offer the TV world," according to WSJ, and the Matcha buy fits in with this idea. It could also be a way to refresh Apple's set-top box Apple TV.

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