Apple Reportedly Acquires Media Analytics Company Semetric as Part of Beats Music Relaunch

Apple has acquired the British startup Semetric with hopes to implement the company's Musicmetric analytics tool into the Beats Music relaunch later this year, reports The Guardian.

In documents filed with Companies House earlier in January, Semetric’s registered address was changed to 100 New Bridge Street in London – the office of law firm Baker & McKenzie, which is also the registered address of Apple Europe Limited.

Meanwhile, senior Apple attorney Gene Levoff was appointed as a director of Semetric in October 2014, according to another published through Companies House in January.


“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plan,” said Apple in a statement. Reports suggest Apple may have paid as much as $50 million for the company.

Muiscmetrics launched in 2008 as a tool that helps artists track music downloads, sales, social media statistics, and more. Back in January 2013, Muiscmetric struck a deal with Spotify to integrate its data into the Musicmetric dashboard. While Apple has not discussed its plans for the acquisition, the company could tie in Muiscmetric with its rumored relaunch of Beats Music, which it acquired last year.

Recent reports claimed that Apple would be rebranding Beats Music under the iTunes brand, with plans to offer a revamped streaming service that would compete with Spotify and other rivals.