October 7, 2013

Apple allegedly acquired personal assistant application

Possibly in an effort to better compete with Google, Apple has reportedly acquired Cue. The latter organization created a personal assistant application.

The technology acquisition could be worth anywhere from $40 million to $60 million, according to TechCrunch. The news source added that its sources said Apple Insider first posted an anonymous tip earlier this week, saying that Apple made the purchase at $35 million.

"Backed by SV Angel, Sequoia Capital, Lerer Ventures and Index Ventures in addition to some notable angels, Cue was born as Greplin, a social search startup," TechCrunch explained. "The company will not be shut down post-acquisition, though it did recently shut down its app."

On Cue's website, there is a short statement saying that the application is no longer running. It does not go into specifics, but says that "users who registered through the website will receive a prorated refund."

Additionally, Cue thanked its users for strong support over the years, which helped it grow into the company it is today.

Apple sent its standard statement regarding acquisitions to TechCrunch, simply saying that the company will occasionally purchase smaller technology firms and it doesn't discuss those transactions.

The news source explained that personal assistants—specifically, technological assistants—have grown in popularity. For example, Apple's own Siri is a voice activated application that can help users arrange schedules and get directions. Google Now offers similar features as well.

Technology is ever-evolving, and businesses of all sizes are working hard to keep pace with the changes. Company acquisitions often center around firms that are looking to improve offerings to customers, and the reports about Apple and Cue seem to be no different.