matcha tvThe startup Matcha has been around since 2012, when they launched a service that tracks digital television services like Hulu and Amazon Prime. Earlier this year they suddenly shut down with no explanation, and there were rumors that they might have been bought out.

Now those rumors have been verified, as Apple announces that they have acquired the startup in their latest move to eventually break into the TV market.

Apple has been trying to break into the TV market for awhile. But while they have experienced some success with iTunes purchases, the existence of sites like Netflix and Hulu are still keeping them down. As for the hardware side, Google’s Chromecast swooped in and quickly dominated the niche that they had been chipping at with their Apple TV for years. So they have tried again with Matcha.

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