Apple Acquired Imsense Ltd for HDR Capabilities in iOS 4.1 [Updated]

One of the most highly-publicized features of iOS 4.1, released last week, is the ability to take High Dynamic Range (HDR) photos, a feature which allows the iPhone 4's camera to capture a wider range of light intensity and produce higher-quality photos under certain conditions. Based on evidence we've compiled, we believe that Apple may have purchased a small Cambridge, UK-based company known as imsense for its expertise dealing with just this technology.

110728 imsense logo 300

imsense, a spin-off from the University of East Anglia, has developed a technology known as "eye-fidelity" for producing nearly instantaneous Dynamic Range Correction in both standard and HDR photos using software algorithms to remap image tones in order to recover details lost in underexposed or overexposed regions of photos while maintaining color balance and generating final images as close to that perceived by the eye in reality as possible.

While the iPhone 4's camera does generate true HDR images by combining three separate exposures into a single image, technology like eye-fidelity can help the HDR process maintain a realistic appearance for the final photos.

110728 apple iphone 4 hdr 500
Apple promo image for iPhone 4's HDR capabilities

According to a note on the website of Braveheart Ventures, which backed imsense, the company was acquired by "an undisclosed trade buyer in July 2010". According to a press release from Braveheart, it received 342,000 for its minority stake in imsense, more than doubling its original 150,000 investment in two years.

Virtually all of imsense's web presence, including its website and Facebook and Twitter accounts, have been removed since its acquisition, although its flickr account remains active and shows several examples of how its eye-fidelity technology can draw out hidden features in images to create higher-quality photos. A video of a 2009 presentation by imsense CEO Philippe Dewost demonstrating the company's technology is also available.

110728 imsense eye fidelity
Example of imsense's eye-fidelity image enhancement: before (left) and after (right)

In addition, imsense's App Store application imphoto has been removed from the App Store. That application utilized the company's eye-fidelity technology to produce nearly-instantaneous exposure improvements to photos on the iPhone, offering processing of photos within the user's Camera Roll as well as the ability to shoot from within the application itself.

The company's imphoto application also extended to the desktop, where a PC version was joined by a Mac version on July 1st, just ahead of the company's acquisition. Both desktop applications appear to have been discontinued.

We also note that imsense Director of Engineering Alexis Gatt left the company in July 2010, just as it was being acquired, to become senior engineer at Apple. Together, the information suggests that imsense may have been acquired by Apple, although no definitive evidence has yet been uncovered.

Update: As first noted by forum member bengladstone, according to UK government filings made on September 6th, three of Apple's officers were named directors of imsense as of July 15th, 2010: Gary Wipfler (Treasurer), Betsy Rafael (Vice President, Corporate Controller and Principal Accounting Officer), and Gene Levoff (Corporate Counsel). Levoff was also installed as imsense's secretary as of July 28th. The appointments of imsense's other directors have also been terminated.

150320 imsense directors

The discovery leaves essentially no doubt that imsense is now owned by Apple.

Related Forum: iPhone

Popular Stories

Mayday Calendar

Apple Acquisition Hints at Upgraded Calendar App on iOS 19 or Beyond

Friday May 9, 2025 9:13 am PDT by
Apple acquired Canadian startup Mayday Labs in April 2024, according to a European Commission listing, spotted by French blog MacGeneration. The acquisition had not received widespread attention from tech publications until now. Apple is legally required to report certain acquisitions to the European Commission, under the terms of the EU's Digital Markets Act. Mayday Labs founder Jeremy...
Nineth iOS 19 Feature

iOS 19 Beta is a Month Away With These New Features for Your iPhone

Thursday May 8, 2025 7:37 am PDT by
The first iOS 19 beta is just one month away, and there are already many new features and changes that are expected with it. Apple should seed the first iOS 19 beta to developers immediately following the WWDC 2025 keynote, which is scheduled for Monday, June 9. Following beta testing, the update should be released to the general public in September. Below, we recap the key iOS 19 rumors...
fortnite apple featured

Epic Games Submits Fortnite to U.S. App Store

Friday May 9, 2025 9:57 am PDT by
As promised, Epic Games today submitted Fortnite to the U.S. App Store, and if approved by Apple, it will mark the first time that the Fortnite app has been available in the United States since 2020. Fortnite will include options to purchase in-app currency from the web rather than through in-app purchase, which is what got the game banned to begin with. This time, though, Apple has been...
iOS 18

Here Are Apple's Full iOS 18.5 Release Notes

Tuesday May 6, 2025 2:17 pm PDT by
Apple today seeded the release candidate version of iOS 18.5 to developers and public beta testers, giving us a look at the final version of the update that will be provided to the public next week. With the release candidate, Apple provided release notes, so we have a more complete look at the new features that are included in the update, including those that weren't found during the beta...
Foldable iPhone 2023 Feature Homescreen

Apple's Foldable iPhone Display Tech May Set New Industry Standard

Thursday May 8, 2025 3:29 am PDT by
Apple's upcoming foldable iPhone will feature a new type of display panel developed by Samsung that has never been used in a foldable product, claims a source with links to Apple's supply chain. According to the account yeux1122 on the Korean Naver blog, the foldable iPhone will use a custom display process for which Apple will hold branding trademark rights, and that meets Apple's stringent ...
top stories 2025 05 10

Top Stories: iOS 18.5 Release Imminent, iPhone Rumors for 2025 and Beyond, and More

Saturday May 10, 2025 6:00 am PDT by
With Apple's developer conference where it will show off iOS 19 just a month away, the company is wrapping up work on iOS 18.5 ahead of an imminent release to deliver a few new features and updates. This week also saw a number of iPhone-related rumors, encompassing not only this year's iPhone 17 lineup but also Apple's plans for 2026 and 2027, even as Apple's Eddy Cue suggested AI could make ...
AirPods Pro 3 Mock Feature

AirPods Pro 3 Just Months Away – Here's What We Know

Tuesday April 29, 2025 1:30 am PDT by
Despite being more than two years old, Apple's AirPods Pro 2 still dominate the premium wireless‑earbud space, thanks to a potent mix of top‑tier audio, class‑leading noise cancellation, and Apple's habit of delivering major new features through software updates. With AirPods Pro 3 widely expected to arrive in 2025, prospective buyers now face a familiar dilemma: snap up the proven...