Apple Set to Enhance Privacy Measures with Acquisition of Brighter AI

Apple is reportedly preparing to acquire Brighter AI, a German startup that specializes in anonymizing face and license plate data using generative AI. The deal is expected to enhance the privacy features of Apple's upcoming mixed reality headset, Vision Pro, as well as other products and services.

Brighter AI, founded in 2017, offers a solution called Deep Natural Anonymization, which replaces identifiable features in images and videos with realistic synthetic ones, preserving the natural appearance of the scenes. The company claims that its technology can help companies comply with data protection regulations, such as the GDPR while using visual data for analysis and machine learning.

Apple is said to be interested in Brighter AI's technology to reduce the risk of Vision Pro capturing and storing personal information in public spaces. Vision Pro, which is rumored to launch in 2025, is a wearable device that combines augmented reality and virtual reality, allowing users to interact with digital content in immersive ways. However, the device could also raise privacy concerns, as it could record videos and photos more discreetly than smartphones.

Apple already has some experience in blurring faces and license plates in its Apple Maps imagery, but Brighter AI's technology could offer a more advanced and natural way of anonymizing data. This could also benefit other Apple products and services, such as Photos, iCloud, Siri, and CarPlay, which rely on visual data for various features and functions.

Apple has not confirmed the acquisition of Brighter AI, but sources told 9to5Mac that the deal is in the final stages of negotiation. The terms and value of the deal are not known, but Brighter AI last raised US$3.5 million in a seed round in February 2023. The company has won several awards and recognitions, such as the NVIDIA Inception Award and the Forbes 30 Under 30 Europe list.

The acquisition of Brighter AI would be Apple's first AI-related deal in 2024, and one of its many efforts to strengthen its AI capabilities and privacy standards. Apple has previously acquired several AI startups, such as Xnor.ai, Voysis, Inductiv, and Vilynx, to improve its edge computing, voice recognition, data quality, and video analysis technologies. Apple has also been vocal about its commitment to user privacy, introducing features such as App Tracking Transparency, Privacy Labels, and Private Relay.