Apple snaps up social TV discovery startup Matcha.tv

Apple has acquired TV and video discovery startup Matcha.tv for an undisclosed sum, with the value of the acquisition considered by some to be debatable considering the service was closed down this May for no official reason.

Matcha.tv was an Apple iOS app that provided an overview of TV, cable and video-on-demand listings (from the likes of Netflix, iTunes and Amazon).

Users of the app could get video recommendations on films and TV programmes and connect with social networks to share what they were watching.

Matcha.tv CEO Guy Piekarz has made no comment on the acquistion, while Apple told VentureBeat, “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”

This quote is similar to the one supplied when Apple bought small Silicon Valley wireless chip firm Passif - not giving too much away.

Although it was closed down in May, Matcha.tv was regularly ranked in the top 15 entertainment apps listed in Apple’s App Store.

When the service was closed down, Matcha.tv said all the personal details of its users would be deleted, so if that's the case Apple wasn't interested in the subscriber database, whatever amount it paid to acquire the company.

That could mean that the Cupertino-based firm is looking to use some of the cloud technologies behind Matcha.tv to bolster its own TV arsenal ahead of a potential refresh of the Apple TV.