Reports suggest that Apple Inc. acquired start-up, AI music, which uses artificial intelligence to generate tailor made music.

The purchase of AI Music, a London-based business founded in 2016, was done few weeks back and it had about two dozen employees before the deal.

Technology developed by AI Music is said to create soundtracks using royalty-free music and artificial intelligence, according to a copy of its now-defunct website. The plan is to generate dynamic soundtracks that change based on user interaction. For instance, a song in a video game could change to fit the mood, or music during a workout could adapt to the user’s intensity.

According to AI Music, its goal is to give consumers the power to choose the music they want, by effortlessly editing to fit their needs or create dynamic solutions that adapt to fit their audiences. The start-up had earlier deals with advertising companies to create more engaging ads that played different music depending on the audience.

Apple’s last stated purchase was also for a music company- Primephonic. That start-up completed a classical music streaming service that Apple intends to turn it into an app tied to Apple Music this year.

Apple intensely slowed down its acquisition spending last year, by giving only $ 33 million to deal payments over the fiscal year, according to reports. That’s down from $1.5 billion in 2020 and $624 million in 2019.

Recently Apple’s market value raked in sales of nearly $124 billion and profit of $34 billion, showcasing its ability to navigate a global supply crunch during the crucial holiday quarter.

Apple also teased its metaverse ambitions as chief executive, Tim Cook, communicated about the company investing to expand its library of 14,000 augmented reality apps, prompting strong investor response.