As streaming services like Spotify double down on their podcast offerings, Apple’s new purchase looks like they’re expanding theirs as well.

Apple have announced the purchase of, a unique startup that has been enhancing the increasing popularity of podcasts by providing personalised streams of them. The company essentially created radio stations out of podcasts by taking in listeners tastes, normally through asking a few questions through a smart speaker.

An Apple spokesperson has confirmed the acquisition however didn’t expand upon how the company plans to utilise the startup’s technology and platform. Apple currently provides a standalone podcast app for users to search, discover and listen to a huge array of podcasts on.

Many music streaming services have been expanding their content with podcast content and it has been pulling in users to great effect. With so many streaming services seeing a huge uptake in podcasts, particularly Spotify who are investing heavily in the content with exclusive signings, Apple may be looking to play catch up by expanding on their podcast offerings or building it into Apple Music.

Earlier this year Apple began developing original podcasts to promote their new TV and Film service. Some of them will be spinoffs of their original content on Apple TV+ and will serve as tie-ins and promotions for the subscription service. Then they’re also looking for original content that could eventually be turned into original shows for Apple TV+.