Report: Apple snaps up HTML5 app consultancy Particle

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Apple (NASDAQ:AAPL) has acquired Particle, a San Francisco-based creative consulting startup focusing on applications and marketing campaigns leveraging HTML5, CNet reports. Financial terms of the deal are unknown.

Founded in 2008 and backed by investors including pop superstar Justin Timberlake, Particle has previously collaborated with Apple on initiatives including the iAd mobile advertising platform as well as the Apple.com site and iTunes Extras (interactive bonus content attached to some premium digital movies). Particle has also overseen HTML5 projects for partners like Google (NASDAQ:GOOG), Amazon (NASDAQ:AMZN) and Yahoo.

Apple rarely announces its acquisitions and has not yet confirmed the Particle deal, although a number of Particle employees' LinkedIn profiles name Apple as their current employer. Questions about why Apple would purchase Particle are likely answered by a statement on the startup's Website: "HTML5 and the WebKit rendering engine already drive the Web experience on devices like the iPhone, iPad and Android but are increasingly becoming the lowest common denomination on the desktop Web in next generation browsers like Google's Chrome and Apple's Safari… We believe it will soon be the rendering engine that powers a new universe of lightweight and embedded applications from set-top boxes to game consoles to Chrome OS and Android devices to portable telephony and media devices of all kinds."

Apple has long championed HTML5. In a 2010 letter explaining his decision to block support for Adobe Systems' Flash multimedia platform across devices running iOS, Apple CEO Steve Jobs wrote "By almost any definition, Flash is a closed system... Rather than use Flash, Apple has adopted HTML5, CSS and JavaScript--all open standards."

For more:
- read this CNet article

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