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By Thomas Westerholm
Life & Trends Reporter
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Apple has made its second-largest acquisition ever, agreeing to buy Israeli artificial intelligence (AI) startup Q.AI for close to $2 billion, a move that could expand how users interact with Siri and future Apple devices without speaking out loud.
The deal, first reported by the Financial Times and later confirmed by Apple executives, positions the tech giant to develop AI systems capable of interpreting facial expressions and subtle muscle movements to understand so-called “silent speech.”
The technology could allow users to communicate with Apple devices through barely perceptible facial cues.
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The acquisition is Apple’s largest since its $3 billion purchase of Beats in 2014 and its biggest since buying Intel’s smartphone modem business for $1 billion in 2019.
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Why it Matters
Apple has faced growing pressure to prove it can compete with rivals such as Google, Meta and OpenAI in artificial intelligence, particularly after delays to a more advanced version of Siri.
Acquiring Q.AI gives Apple proprietary technology that could differentiate its AI strategy, especially in wearables like headphones, smart glasses or future Vision devices.
What to Know
Q.AI is a secretive startup founded by Aviad Maizels, Yonatan Wexler and Avi Barliya in Tel Aviv in 2022.
The technology analyzes micro-movements in facial skin to infer words and intent without audible speech.
Johny Srouji, Apple’s senior vice president of hardware technologies, praised the company after the deal, saying Q.AI is, “a remarkable company that is pioneering new and creative ways to use imaging and machine learning."
Q.AI’s leadership has prior ties to Apple. Maizels previously co-founded PrimeSense, an Israeli firm Apple acquired in 2013, whose 3D sensing technology later became the foundation of Face ID on the iPhone X.
Apple recently partnered with Google to use Gemini models in its Apple Intelligence features.
Q.AI’s work could allow Apple devices to “listen” without microphones, relying instead on visual data from cameras to understand user intent, a shift that could also appeal to privacy-conscious users.
What People Are Saying
Commentators on Reddit's Apple forum further parsed out what the move could mean.
"For awareness Q.AI is not using [large language models], but old-style machine learning," one wrote, adding that, "Apple did not buy the bubble."
A critic quipped: "Only $2 billion? That’s what, the profit from selling three MacBook Pro charging cables and a set of wheels for a Mac Pro?"
One pundit, meanwhile, lauded Apple Vision as, "the template for the experience that I want to have with my computing ecosystem. I just want far less intrusive hardware in order to have that experience.
"(And if you thought it was odd seeing a bus or train full of commuters glued to their smartphones, wait until you have the masses flicking their fingers at nothing, like a mob of wannabe magicians.)"
What's Next
Apple has not said when Q.AI’s technology might reach consumers, but the acquisition suggests future versions of Siri and Apple wearables could support silent, camera-based interaction.
Newsweek has reached out to Apple for comment via email.
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