Apple has reportedly made a move to improve its streaming media services by buying personalized talk radio app Swell for $30 million.
Apple’s alleged purchase of Swell was revealed by Re/code, which said the Swell app is expected to be shut down this week after the deal closes. Key to the acquisition is reportedly the simplified user interface that lends itself well to in-car listening.
The Swell app, currently available as a free download in the iOS App Store, bills itself as “news radio rebooted,”and says it offers a “smart and effortless way to listen on your smartphone.” Content providers for the app include NPR, ABC News, and Ted.
Apple could use the Swell technology in both its iTunes Radio and Podcasts offerings. Swell analyzes what a user listens to and then creates a customized podcast stream. Users can simply hit “play” and begin hearing content that they may be interested in.
The alleged deal comes only a few days following Apple’s confirmation that it had bought BookLamp, a “Pandora for Books” service. That deal was completed in April, and is believed to have been worth $10 million to $15 million dollars.
