Apple is reportedly in talks to acquire the team and technology of computer vision startup Prompt AI

Apple is reportedly set to acquire the team and technology of computer vision startup Prompt AI, according to CNBC and 9to5Mac. Prompt AI recently held an all-hands meeting to inform employees about the pending acquisition. Those not joining Apple are expected to receive reduced compensation but are encouraged to apply for other roles at the company. Investors will receive partial payouts, and employees have been asked to keep the deal confidential for now (CNBC, 2025).

Prompt AI’s flagship product, Seemour, uses artificial intelligence to monitor security cameras, identifying people, pets, and objects while providing alerts and text descriptions of unusual activity. However, Apple’s acquisition will lead to the discontinuation of Seemour, with users’ data deleted and privacy maintained (CNBC, 2025).

Acquihires, where a company acquires talent and technology rather than the full business, are common in the AI sector. Tech giants like Microsoft, Google, Meta, and Amazon have previously adopted this strategy. For example, Microsoft paid around $650 million to license technology from Inflection AI while hiring most of its staff, including co-founder Mustafa Suleyman. Google executed similar deals with Character.AI and Windsurf, while Meta invested in Scale AI and integrated key team members. Amazon followed suit with Adept (9to5Mac, 2025).

Prompt AI had struggled to establish a sustainable business model, and other potential acquirers reportedly included Elon Musk–backed companies xAI and Neuralink (9to5Mac, 2025). The financial terms of Apple’s acquisition have not been disclosed, but further details are expected if the deal is finalized.

This move reflects Apple’s ongoing interest in AI and computer vision, enhancing its capabilities in smart device ecosystems and potential future applications. Acquiring Prompt AI’s talent and technology allows Apple to integrate innovative features internally while maintaining privacy standards for users, a priority for the company’s hardware and software offerings (CNBC, 2025).

Overall, the acquisition of Prompt AI aligns with industry trends of tech leaders strategically strengthening their AI teams and intellectual property through targeted hires, rather than fully absorbing startups, allowing them to expand expertise while mitigating regulatory scrutiny. Apple’s approach demonstrates its focus on selective integration of advanced AI technologies to support its ecosystem of products.