- Apple has acquired virtual-reality startup NextVR.
- The deal may have been valued at $100 million, according to 9to5Mac.
- The acquisition comes as Apple has been making a deeper push into entertainment and is reportedly developing a AR-VR headset.
- Visit Business Insider's homepage for more stories.
Apple has acquired virtual-reality company NextVR, as VentureBeat and 9to5Mac first reported. The acquisition comes as the tech giant has pushed deeper into entertainment offerings and digital services in recent years.
NextVR is best known for providing access to events like concerts and sporting events through virtual reality. The company's homepage has also been updated to say that the company is "heading in a new direction," although it doesn't provide any other details.
The terms of the deal are unclear, but 9to5Mac reported that the company was acquired for around $100 million.
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"Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans," an Apple spokesperson said in a statement to Business Insider.
NextVR did not immediately respond to Business Insider's request for comment.
It's the second acquisition Apple has made in recent weeks, following its purchase of weather app DarkSky.
Apple doesn't typically reveal the reasoning behind its acquisitions. But given the company's recent push into entertainment through its new Apple TV Plus service, acquiring a company that delivers entertainment and sports programming through virtual reality seemingly lines up with Apple's ambitions.
Apple is also reportedly developing a combined virtual and augmented reality headset that will focus on entertainment and gaming use cases as well as virtual meetings, according to Bloomberg.
Do you work at Apple or NextVR and have insight to share? Contact this reporter at leadicicco@businessinsider.com or through encrypted mail at lisaeadicicco@protonmail.com, or send a direct message on Twitter to @LisaEadicicco.
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