This May, Matcha, a video aggregation startup, went dark, and nobody knew why. Guy Piekarz, the company’s CEO and co-founder, cryptically told TechCrunch that the company was headed in a “new direction,” and refused to offer a further reason for the closure.
Now word is leaking out. Citing an anonymous source with knowledge of the deal. VentureBeat reports that Apple acquired Matcha.
When it was operating, Matcha provided a one-stop shop for people looking to discover streaming video that they would be interested in. The company’s iPad app gave ecommendations for films and TV shows available to you through a variety of streaming services including Netflix and Hulu Plus, as well as Comcast’s Xfinity on demand service.
Apple, as per usual, is being coy about its plans for Matcha. There’s a good chance the team is being used to help with work relating to the Apple TV, which CEO Tim Cook said was of “great interest” to Apple during the company’s January earnings call. It’s entirely possible that we’ll be seeing a new way to get recommendations for streaming content on an Apple set-top box in the near future.
Previously on GeekWire: Apple buys low-power chipmaker Passif Semiconductor
Blair Hanley Frank is a technology journalist based in the San Francisco Bay Area. He has also worked for Macworld, PCWorld and TechHive. He can be found on Twitter @belril.