Apple has acquired facial recognition and analysis firm Emotient, which features a let's say interesting self-description on its website.
"[Our] company is at the vanguard of a new wave of emotion analysis that will lead to a quantum leap in customer understanding and emotion-aware computing," it reads. "Emotient's cloud-based services deliver direct measurement of a customer's unfiltered emotional response to ads, content, products and customer service or sales interactions."
"The insights gained from Emotient give businesses the ability to make better decisions and accelerate their revenue growth."
Apart from advertising, the company's tech has been used in the medical field to analyze pain.
Apple recently picked up a similar company known as Faceshift, which performs 3D motion capture, and a second facial recognition company known as Polar Rose in 2010.
The financial terms of the deal are not currently known.