On Monday, just before Apple Senior VP Eddy Cue took the stage at the South by Southwest festival, the Cupertino company announced the acquisition of Texture - a magazine-reading app that could bolster its own Apple News app with content from multiple publications.
Texture's magazine catalog includes Entertainment Weekly, Billboard, Vanity Fair, Vogue, as well as Bloomberg Businessweek. The app's available on all major mobile platforms.
Texture is owned by Next Issue Media, a joint venture formed by Condé Nast, Hearst Magazines, Meredith Corp, News Corp and Rogers Media.
Cue shrugged off the suggestion, saying that Apple would rather not invest in an established player, and rather build out its video content in-house as much as possible.
Apple made its first big push to integrate magazines and newspapers into its devices with an application called Newsstand in 2011. In a statement, Apple said it is "excited" to be purchasing Texture. Apple's decision to acquire Texture could significantly boost the service, which was reported to have 150,000 subscribers in 2014.
We're excited Texture will join Apple, along with an impressive catalog of magazines from numerous world's leading publishers. It's now available on iOS, Android, Amazon Kindle Fire and Windows 10.
Eddy added, "We are committed to quality journalism from trusted sources and allowing magazines to keep producing beautifully designed and engaging stories for users". Once the acquisition completes, Apple will purchase the service and its employees.