Apple Acquires Facial Expression Analysis Startup Emotient

Apple has purchased artificial intelligence startup Emotient, reports The Wall Street Journal. According to its website, Emotient uses artificial intelligence to read emotion through the analysis of facial expressions.

Emotient's technology was previously used by advertisers to determine emotional reactions to advertisements. It let advertisers know whether an ad was getting noticed, how people responded, and whether a reaction was positive or negative. The technology used cameras to capture video that was then analyzed to "learn about the customer's state of mind."

emotient

Emotient is the leader in emotion detection and sentiment analysis, part of a neuromarketing wave that is driving a quantum leap in customer understanding. Our services quantify emotional response, leading to insights and actions that improves your products and how you market them.

An Apple spokesperson confirmed the acquisition to The Wall Street Journal with its standard acquisition statement: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."


It isn't known what Apple will do with Emotient's technology, but the company has made two other semi-related acquisitions in recent months. In October, Apple purchased Perceptio, a startup focused on deep learning and image-recognition systems, and in September, Apple acquired real-time motion capture firm Faceshift, a company that worked on technology to capture facial expressions using 3D sensors.

Related Roundup: Apple Vision Pro
Buyer's Guide: Vision Pro (Buy Now)
Related Forum: Apple Vision Pro

Top Rated Comments

Zirel Avatar
108 months ago
What for? People now talk through Kimoji (Kim Kardashian's Emoji App).

Some people reading this:

Score: 17 Votes (Like | Disagree)
Mr. Donahue Avatar
108 months ago
Stuff like this worries me. I'm going to put a black piece of tape over my front facing camera.
Score: 14 Votes (Like | Disagree)
Thunderbird Avatar
108 months ago
How does this interpret a resting bitch face?
Score: 9 Votes (Like | Disagree)
JohnApples Avatar
108 months ago
They're going to use this at the iPhone 7 reveal to detect the crowd's reaction to the 16GB entry-level model.
Score: 8 Votes (Like | Disagree)
BornAgainMac Avatar
108 months ago
My iphone can sense my disappointment with Apple on things like the long refreshes of the Mac Pro and Mac Mini when she asks what's wrong.
Score: 8 Votes (Like | Disagree)
rrm74001 Avatar
108 months ago
Cook better start practicing his sad face, he will need it when he is fired soon

Under the guidance of Tim Cook, Apple had another record year, generating $233.7 billion in sales, an increase of 28 percent over 2014 and a new high for the company.
Reference: https://www.macrumors.com/2016/01/06/apple-ceo-tim-cook-2015-salary

Tim isn't going anywhere anytime soon.
Score: 7 Votes (Like | Disagree)

Popular Stories

maxresdefault

Apple Announces 'Let Loose' Event on May 7 Amid Rumors of New iPads

Tuesday April 23, 2024 7:11 am PDT by
Apple has announced it will be holding a special event on Tuesday, May 7 at 7 a.m. Pacific Time (10 a.m. Eastern Time), with a live stream to be available on Apple.com and on YouTube as usual. The event invitation has a tagline of "Let Loose" and shows an artistic render of an Apple Pencil, suggesting that iPads will be a focus of the event. Subscribe to the MacRumors YouTube channel for more ...
Apple Vision Pro Dual Loop Band Orange Feature 2

Apple Cuts Vision Pro Shipments as Demand Falls 'Sharply Beyond Expectations'

Tuesday April 23, 2024 9:44 am PDT by
Apple has dropped the number of Vision Pro units that it plans to ship in 2024, going from an expected 700 to 800k units to just 400k to 450k units, according to Apple analyst Ming-Chi Kuo. Orders have been scaled back before the Vision Pro has launched in markets outside of the United States, which Kuo says is a sign that demand in the U.S. has "fallen sharply beyond expectations." As a...
iOS 17 All New Features Thumb

iOS 17.5 Will Add These New Features to Your iPhone

Sunday April 21, 2024 3:00 am PDT by
The upcoming iOS 17.5 update for the iPhone includes only a few new user-facing features, but hidden code changes reveal some additional possibilities. Below, we have recapped everything new in the iOS 17.5 and iPadOS 17.5 beta so far. Web Distribution Starting with the second beta of iOS 17.5, eligible developers are able to distribute their iOS apps to iPhone users located in the EU...
iPad And Calculator App Feature

Apple Finally Plans to Release a Calculator App for iPad Later This Year

Tuesday April 23, 2024 9:08 am PDT by
Apple is finally planning a Calculator app for the iPad, over 14 years after launching the device, according to a source familiar with the matter. iPadOS 18 will include a built-in Calculator app for all iPad models that are compatible with the software update, which is expected to be unveiled during the opening keynote of Apple's annual developers conference WWDC on June 10. AppleInsider...
iPhone 15 Pro FineWoven

Apple Reportedly Stops Production of FineWoven Accessories

Sunday April 21, 2024 6:03 am PDT by
Apple has stopped production of FineWoven accessories, according to the Apple leaker and prototype collector known as "Kosutami." In a post on X (formerly Twitter), Kosutami explained that Apple has stopped production of FineWoven accessories due to its poor durability. The company may move to another non-leather material for its premium accessories in the future. Kosutami has revealed...
apple vision pro orange

Apple Vision Pro Customer Interest Dying Down at Some Retail Stores

Monday April 22, 2024 2:12 am PDT by
Apple Vision Pro, Apple's $3,500 spatial computing device, appears to be following a pattern familiar to the AR/VR headset industry – initial enthusiasm giving way to a significant dip in sustained interest and usage. Since its debut in the U.S. in February 2024, excitement for the Apple Vision Pro has noticeably cooled, according to Bloomberg's Mark Gurman. Writing in his latest Power On...