Apple has just recently acquired a new firm called Camerai (formerly known as Tipit). The Cupertino based giant is known to acquire small scale firms and startups, with the latest addition being a specialist in AR and camera technology.
According to a TechCrunch report, the iPhone maker quietly acquired and shut down Camerai which was bassed out of Israel. The news was first reported on by Israeli newspaper Calcalist, and Apple has yet to comment on the matter. Similarly, Camerai’s CEO and Co-founder Jonathan (Yehonatan) Rimon has declined to comment on this new as well, although sources close to this have confirmed the story separately.
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Reportedly, the augmented reality and computer vision company was sold for tens of millions of US Dollars. Back in 2015, Camerai had raised over 5 million US Dollars, 2.5 million US Dollars in 2017, and another 2.5 million in 2018. Its investors included the Atooro Fund and SKO Fund. Apparently, multiple other companies had also approached the small firm back then, when AR had a higher demand and market hype.
According to Calcalist’s report, the Camerai employees have been transferred to Apple’s computer vision team, while its technology has already been incorporated into Apple products. Although, when exactly this occurred is currently unknown, but both iOS 13 and iOS 14 received big software updates to its camera systems in the past. Camerai built an SDK and a range of AR tools that offered various image editing methods as well.
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