Apple swallows AI start-up Turi for $200 million

Purchase could help Siri and Apple's driverless car

Apple has snapped up a machine learning start-up from Seattle, with potential implications for many of the company's product areas.

Turi, which builds AI and machine learning toolkits for other applications, was reportedly acquired for around $200 million, according to a Geekwire report.

"Apple buys smaller technology companies from time to time," the company told Geekwire, "and we generally do not discuss our purpose or plans."

The purchase could have numerous applications across the whole of Apple's portfolio. The most obvious use would be in making Siri, Apple's digital assistant, smarter. Apple has opened up Siri's SDK to developers and integrated the feature into MacOS, indicating that the company has big plans for its virtual secretary.

Advertisement - Article continues below
Advertisement - Article continues below

However, it could also be used to offer more intelligent recommendations in Apple's music, movie, books and app stores, or to power the autonomous navigation in its widely-rumoured self-driving car.

Buy-outs of this nature are far from unusual for the Cupertino-based firm. "We generally acquire a company every three to four weeks on average," CEO Tim Cook told CNBC earlier this year. "And so it's a rare month that there's not a company being bought."

The company's latest quarterly earnings call also indicated that Apple is making significant use of AI-based tools, with Cook stating that "we have focused our AI efforts on the features that best enhance the customer experience".

Last year, the company snapped up two AI firms, Perceptio and VocalIQ, within four days of each other, both of which were reportedly rolled into Siri's functionality.

Featured Resources

Application security fallacies and realities

Web application attacks are the most common vulnerability, so what is the truth about application security?

Download now

Your first step researching Managed File Transfer

Advice and expertise on researching the right MFT solution for your business

Download now

The KPIs you should be measuring

How MSPs can measure performance and evaluate their relationships with clients

Download now

Life in the digital workspace

A guide to technology and the changing concept of workspace

Download now

Most Popular

mergers and acquisitions

Xerox threatens hostile takeover after HP rebuffs $30bn takeover

22 Nov 2019
data breaches

T-Mobile data breach affects more than a million users

25 Nov 2019
Google Android

Samsung Galaxy A90 5G review: Simply the best value 5G phone

22 Nov 2019
IT infrastructure

TSB payment delays suggest second IT meltdown

22 Nov 2019