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Apple Acquires Start Up Emotient To See What’s Beyond Your Smile

Apple has recently bought the Artificial Intelligence Start up Emotient, a California based company specialized in Facial recognition technology to infer people’s emotion as they watch videos or any other media. According to the website of Emotient, they have tailored the facial recognition software to audience response, media testing, advertising and in other areas.

Apple Inc has confirmed the news about their acquisition on 7th January however any other term or plan for the start up was not explained by them. This tech giant is developing various smart software which require them to incline more towards the Artificial Intelligence area. This made them to acquire another two Artificial Intelligence Start ups Perceptio and VocalIQ along with hiring more people to conduct a research in this field.

Emotient is the San Diego, California based start-up has been granted patents in various areas such as uses of AI to read the images and to interpret if a person would be attracted to another person. Another one is the system for gauging tone of a conversation to automatically suggest what to say to improve the rapport.

This facial recognition ability that can read the emotion of people opens up a wide opportunity for many other product areas such as tools to study how media affect the state of mind of a person or else applications which changes according to the mood of person.

Apple’s business strategy is to have small companies with promising technology that can be incorporated in future devices and this deal is a perfect fit with that strategy. Siri digital assistant, iTunes, semiconductors inside the iPhone, iPad and iPod Touch, search ability of its map service etc. are the elements present in all current devices that apple acquired in the past.

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