Apple Acquires Video Discovery Startup Matcha

Apple has aquired Matcha.tv, a video discovery and recommendation startup. Matcha.tv disappeared from the App Store sometime in May with no explanation from the company. Tonight, we learn that Apple has acquired the service for $1 - $1.5 million.

Matcha.TV was an iOS app that provided an extensive overview of everything that's available to watch through cable providers (Comcast, Time Warner, etc) as well as streaming services like Netflix, Hulu, Amazon, and iTunes. Matcha allowed you to manage what you watched next with its queue as well as an ability to connect with social networks and see what your friends were viewing.

Apple Responded with their typical statement when buying startups: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."


Apple's Matcha acquisition clearly points to future Apple TV plans, whether it is the rumored TV set or simply an addition to the current AppleTV is an entirely different topic however.

Dear users of Matcha, we thank you for using Matcha and hope we were able to improve your TV and movie viewing experience. Unfortunately, from today going forward, this service is no longer available. All personal information collected by Matcha has been deleted. If you have any further questions about your account, please email us at: contact@matcha.tv

Matcha.tv via VentureBeat