Published: Tue, March 13, 2018
Technology | By Russell Knight

Apple to buy 'Netflix for magazines' Texture

Apple to buy 'Netflix for magazines' Texture

Cue is going onstage at SXSW in Austin, Texas, today to discuss Apple's media ambitions.

Apple Inc.is buying the Texture digital magazine service created by a group of publishers that includes Rogers Media. The service launched in 2010 and attempted to capitalize on the launch of the iPad and emergence of digital newsstands as the future of print media. He oversees both iTunes and Apple Pay, and services including Apple News. While Facebook and YouTube rely nearly exclusively on software tools to decide what news people will see - Facebook fired its news curators in 2016 - Apple has a human editorial team for Apple News, the company's news aggregator app that comes pre-installed in its phones. "We want the best articles, we want them to look fantastic, and we want them to be from trusted sources". "We've become a pretty decent sized player in a short amount of time", he said.

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Apple has acquired the entire company, including staff, and has assured users that the Android version of the app will still be supported. Though, over the past few months, Apple has been partnering up with creators like Ronald D. Moore, Damien Chazelle and M. Night Shyamalan to have some original programming in the works. Cue suggested on Monday that Apple would rather build a studio than buy an established content maker. "We're building what I think is an incredibly talent, capable team". Instead of hurriedly throwing a couple of high-profile projects onto a platform and figuring it out from there, Apple is taking its time and making sure they get things right. We were very lucky to hire two executives... "We're not trying to just give you the most popular stuff for you but some of the articles that you should be reading".

But, Cue made clear that Apple is "all in" on entertainment content. There was more than one technology suitor for Texture, this person said.

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"We're not after quantity, we're after quality", Cue reportedly said.

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