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Thread: Desirable Algorithm Behind Apple's Acquisition of Matcha

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  1. #1
    MMi Staff Writer Michael Essany's Avatar
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    Default Desirable Algorithm Behind Apple's Acquisition of Matcha

    As MMi reported Tuesday, Apple has just acquired Matcha.tv, a small startup that recently shuttered its service. Although initial reports indicated that Matcha.tv was acquired by Apple for approximately $1.5 million, sources close to the deal say the final price was closer to $10-$15 million.

    On Thursday, we gained more insight into Apple's interest in Matcha.tv, an iOS app that "provided a comprehensive overview of everything that’s available to watch via cable TV providers (Comcast), streaming video services (Netflix, Hulu, Amazon Prime), and digital video stores (iTunes, Amazon)."

    Matcha was acquired after testing numerous approaches to generating recommendations, right at the point where it had refined its algorithm such that it saw an explosion in user growth, according to our source.
    A knowledgeable source speaking with TechCrunch reports that it was Matcha’s user acquisition and user engagement strategy that finally won over the iDevice maker. With rumors flying about Apple's future plans for the living room, the news of Apple's purchase of Matcha (and the reason behind it) will do little to slow the rumor mill as we head into the season of new Apple products.

    Source: TechCrunch

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