Apple buys start-up that sees what's behind your smile

San Francisco

APPLE Inc bought the artificial intelligence startup Emotient that specialises in facial recognition technology that interprets people's emotions as they watch videos and other media.

Apple confirmed the purchase last week without giving terms or describing its plans for the San Diego, California-based company. Emotient has tailored its facial-recognition software to advertising, media testing, audience response and research and other areas, according to its website.