Apple reportedly buys creative consultancy Particle

Apple has acquired Particle, a creative consultancy located in San Francisco, according to CNET.

The firm specialises in HTML 5-based web applications, and has provided its services to companies such as Disney and Google, as well as its alleged new parent, Apple. In fact Particle's founder and chief technology officer, Aubrey Anderson, worked as a consultant for the Cupertino giant between 2006 and 2008.

The deal is supposed to have gone through towards the end of September for a currently unknown fee, though it is understood that not all of Particle's small contingent of employees embraced the move. Some of those who did, including Cole Rise, now describe themselves as "Creative Technologists" at Apple, though the title "Engineer at Apple" is preferred by Jason Proctor.

The company's website states, "Particle brings positive and energetic relationships with Google and the Chrome team specifically, as well as great Apple relationships and execution experience around iAds, iTunes Extras, and Apple.com."

The acquisition appears to be talent-driven, as Apple has increased its focus on HTML 5 on iCloud.com, iAd advertising and its product pages.

Founded in 2008, one of the company's financiers is singer/actor Justin Timberlake.

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