News came to light early Wednesday that Mac-maker Apple has acquired a creative consulting company called Particle.
The small – and we mean small – San Francisco based firm has fewer than a dozen employees that are trained in developing web applications and marketing using HTML5. But the skills are apparently adequate to attract the big buyer that Apple represents.
If you’re not familiar with Particle, the company was founded in 2008 and has celebrity start-up capital from the likes of MySpace investor Justin Timberlake.
“As for the purpose of the buy,” CNET reports, “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.”
It should also be noted that Particle founder and Chief Technology Officer Aubrey Anderson has previously consulted for Apple between 2006 and 2008.
Sources close to the deal say Apple played this one so close to the chest that only a few individuals actually know what the company sold for.