Apple Acquires Israeli AI Startup Q.AI for Nearly $2 Billion
iPhone-maker targets facial expression analysis technology in race to build smarter AI devices
The Tel Aviv-based company has operated largely under the radar, developing computer vision systems capable of reading subtle facial cues and emotional states. The technology could enhance everything from FaceTime calls to health monitoring features on Apple devices.
The acquisition comes as Apple races to catch up with competitors in the AI arms race. While rivals like Google and Microsoft have made splashy AI announcements, Apple has taken a more measured approach, preferring to integrate AI deeply into its hardware ecosystem.
Financial terms were not officially disclosed, but sources familiar with the deal put the price tag near $2 billion—making it one of Apple's largest acquisitions in recent years.
Analysis
Why This Matters
Facial expression analysis could enable more natural human-computer interaction, from detecting user frustration to sensing health conditions.
Background
Apple has been quietly building its AI capabilities through targeted acquisitions while competitors pursue large language models.
What to Watch
How quickly this technology appears in Apple products—potentially in iOS 20 or future Apple Vision iterations.