Apple acquires creative consulting company Particle

PanARMENIAN.Net - Apple has snapped up Particle, a San Francisco-based creative consulting company that specializes in Web applications and marketing projects using HTML5, CNET reports.

Particle was founded in early 2008 and has some celebrity financial backing. Pop star-turned-actor Justin Timberlake is an investor and helped fund short social video service Robo.to, which Particle created. Sources with knowledge of the deal did not know the selling price.

The company has done HTML5 work for Google, Motorola, Amazon, Yahoo, Sony, and Apple. The group has also created some "labs" projects including Intervue.me, an asynchronous video interviewing project.

The deal went through late last month, though not all its less than a dozen employees stayed on to work at Apple. Those who did are listed as "creative technologists" as well as one "user interface engineer," according to their public LinkedIn profiles.

Several of Particle's employees previously worked with Yahoo as part of its user experience design group. Founder and Chief Technology Officer Aubry Anderson also consulted for Apple between 2006 and 2008, according to his LinkedIn profile.

As for the purpose of the buy, Apple has put a big focus on HTML5 on its product pages, iAd advertising, and on iCloud.com, which serves as one of the only places Apple has true Web applications.

Apple rarely announces its acquisitions, and the pickup of Particle sticks out compared with some of the company's recent buys. Those include app search company Chomp, which Apple bought in February and has since shut down, as well as last year's Israeli flash memory maker Anobit, which reportedly cost close to $400 million, CNET says.