Apple Bought Matcha Because It Found The Answer With Its Recommendation Algorithm

Following reports earlier this week that Apple had acquired video aggregation and discovery service Matcha, TechCrunch claims today that its sources have provided a bit more info on the motivation behind the acquisition. While noting that the purchase price was actually closer to $10-$15 million opposed to the $1 to $1.5 million reported by others, the report says that Apple is after the company’s proprietary recommendation algorithm rather than just its talent:

TechCrunch also adds that Apple found Matcha’s user acquisition and user engagement strategy to be the “best of any other apps competing in that space” and that it had “found the answer” with its recommendation algorithms:

The report also confirms that Apple actually acquired Matcha prior to the company shutting down the service back in May.