Apple has acquired Israeli AI startup Q.ai, the company confirmed Thursday, adding another targeted deal as it works to strengthen its AI capabilities across consumer devices. The purchase price was not disclosed, and Q.ai had not publicly launched a product, though its website suggests it was developing audio-related technology.
The startup was led by CEO Aviad Maizels, who previously sold PrimeSense to Apple in 2013 — a company whose sensor technology later became a key part of Face ID. Reuters first reported the acquisition, and Apple hardware technologies chief Johny Srouji said the company was “thrilled” to bring Q.ai into Apple.
PitchBook lists Q.ai as being backed by investors including GV, Kleiner Perkins, and Spark Capital, and describes its work as focused on “communication enhancement technology.” While Apple has not outlined how the team’s technology will be used, the deal comes as the company continues adding more AI-driven features to products like AirPods, including live translation and intelligent noise cancelling.
The acquisition also lands amid growing pressure on Apple to keep pace with rivals investing heavily in advanced AI models and infrastructure. Apple has faced delays in rolling out some planned upgrades, such as a more personalized Siri that can work across apps, and has recently leaned on partnerships as well — including a deal announced earlier this month to use Google’s Gemini models for some Apple Intelligence features.
Historically, Apple has favored smaller acquisitions that bring in specialized teams and technologies it can fold into its hardware and software ecosystem, rather than pursuing blockbuster deals. CEO Tim Cook reiterated that approach last summer, saying the company is open to M&A that accelerates its roadmap.
For Apple, Q.ai appears to fit that pattern: a quiet acquisition of a niche AI company, led by a familiar founder, that could support the next wave of intelligence built directly into its devices.
This analysis is based on reporting from CNBC.
Image courtesy of Unsplash.
This article was generated with AI assistance and reviewed for accuracy and quality.
