Apple acquires machine learning startup Turi: report

Apple is continuing to make inroads into artificial intelligence.

The Cupertino, Calif.-based tech behemoth bought Turi, a machine learning platform, for $200 million, according to sources at GeekWire.

Apple would not confirm the move to Paste BN, but said the company buys smaller technology companies “from time to time, and we generally do not discuss our purpose or plans.”

The Cupertino-based tech behomouth appears to be coming to terms with slumping demand for the iPhone by expanding into other markets, including artificial intelligence.

CEO Tim Cook has said Apple will continue to enhance services through artificial intelligence, like improving facial recognition in photos and recommending user-specific songs and news, in a conference call to investors.

Apple announced improvements to its digital assistant Siri to future operating systems during its most recent World Wide Developers Conference in June, indicating a stronger reliance on AI. The company also revealed a new Home app that aggregates all connected home appliances.

Turi did not immediately respond to a request for comment on the buy.

Apple (AAPL) shares were up 1.52% at 107.48 Friday afternoon following the news.

Amazon, Google and other tech giants have been investing in AI for years. Amazon’s Echo connected speaker, which can turn on lights, access online music and answer questions, is “hard to keep in stock,” according to CEO Jeff Bezos who would not reveal sales numbers.

Google answered with their own voice-activated home speaker, Google Home.