Apple has quietly added another artificial intelligence startup to its growing technology portfolio with the acquisition of Q.ai, an Israel-based company working on advanced AI-driven communication and audio technologies. The company confirmed the acquisition on Thursday, though the financial details of the deal were not disclosed.

Q.ai has largely operated under the radar and has not publicly launched a commercial product. However, information on its website indicates a focus on enhancing audio and communication experiences using artificial intelligence. The startup was led by Aviad Maizels, a familiar name in Apple’s ecosystem. Maizels previously founded PrimeSense, the 3D sensing company that Apple acquired in 2013 and later integrated into Face ID technology.

Commenting on the acquisition, Johny Srouji, Apple’s Senior Vice President of Hardware Technologies, said the company is enthusiastic about bringing Q.ai’s talent and expertise into Apple, describing the move as an important step toward future innovations. Srouji oversees Apple’s in-house chip development and key hardware platforms.

Q.ai had attracted backing from prominent investors including GV, Kleiner Perkins and Spark Capital, reflecting early confidence in its technical direction. Industry databases indicate the company was developing technology aimed at improving how devices capture, process and enhance sound during communication.

The acquisition aligns with Apple’s broader push to embed more intelligence into its hardware products. In recent years, Apple has added AI-driven features to devices such as AirPods, including advanced noise cancellation, adaptive audio and live translation capabilities.

While some investors have urged Apple to pursue large, headline-making AI acquisitions, the company has traditionally preferred smaller, targeted purchases that bring in specialised talent and technology. This approach allows Apple to quietly integrate new capabilities into its ecosystem rather than operating standalone AI platforms.

Earlier this month, Apple also announced a partnership with Google to use Gemini models for select Apple Intelligence features, underlining a mix of in-house development and strategic collaboration.

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Apple CEO Tim Cook has previously said the company remains open to acquisitions that help accelerate its product roadmap. With Q.ai now on board, Apple appears to be reinforcing its long-term focus on intelligent hardware experiences, particularly in audio, sensing and on-device AI.

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