Apple has been no stranger to acquiring smaller companies with desirable technologies, and the latest reports suggest Cupertino has now snapped up Once an iOS and web app, offered its users a search and recommendation service for video that covered multiple providers including iTunes, Amazon Prime and Hulu, but mysteriously shut up shop back in May. Now, according to VentureBeat, we know why:

Apple is said to have purchased for an estimated $1 to $1.5 million, according to VentureBeat’s source. Yet, the final amount could have been much higher, considering that was seeing regular growth and was routinely ranked among the top 15 entertainment apps listed in Apple’s App Store.

Another source reportedly disputes the figure, but that's not really the story, neither is the stock response Apple offered when questioned on the deal. specialized in video recommendation, a discovery tool. To an extent, some online video services, like Netflix for example, have their own in-house recommendation tools. You watch your content, and then Netflix will build up a picture of what you like and offer you suggestions on what to watch next. Apple has the Genius recommendations, sure, but there's so much more that could be done on the discovery front.

So, could this acquisition be in line with Apple's plans for Apple TV? Quite possibly. We know there is some kind of vision as to what they want the product to be, so the speculation will be that this may in some way tie in to that. What would you like to see Apple implement with a service such as this now under their wings?

Source: VentureBeat