Apple has confirmed its acquisition of Israeli startup Q. ai for around US$2 billion, marking the second largest purchase in the company’s history, after the 2014 acquisition of Beats. According to industry sources, this deal is part of Apple’s broader strategy to grow its presence in the wearable devices market powered by artificial intelligence. Founded in 2022, Q. ai specializes in technology that interprets micro-movements of facial skin to facilitate nonverbal communication with devices such as headphones or smart glasses. The company holds patents for imaging and machine learning systems designed to create hands-free interfaces that do not rely on voice commands. Johnny Srouji, Apple’s vice president of hardware, praised Q. ai for “breaking new and creative ground” in applying imaging and machine learning technologies.

Some of Q. ai’s investors include prominent funds like GV (formerly Google Ventures), Kleiner Perkins, Spark Capital, and Exor. The startup’s CEO, Aviad Maizels, had previously sold his firm PrimeSense—an important contributor to Apple’s facial recognition development—to Apple. GV also commended the team’s resilience during the conflict that erupted following the Hamas attack on October 7, 2023. Nearly 30% of Q. ai’s staff were mobilized for military reserve duty; despite this and frequent disruptions caused by air raid alerts and the need to seek shelter, the company managed to maintain its innovative momentum.