Apple secretly acquired photography startup Camerai; already using technology in camera systems

The Israeli startup Camerai Ltd. was sold to Apple a year and a half ago for several tens of millions of dollars and was folded into Apple’s computer vision team, Calcalist reports, citing “people familiar with the deal.” Camerai’s technology has already become “a significant part of every Apple camera with an emphasis on augmented reality and video technology capabilities.”

iPhone 11 Pro and iPhone 11 Pro Max have a textured matte glass back and feature the toughest glass ever in a smartphone.
Apple’s current flagship iPhone 11 Pro Max

Meir Orbach for Calcalist:

Its founders kept the company in stealth mode throughout its years of existence and even after the acquisition kept media silence and never spoke about the sale or the fact that they now work under Apple.

The company was founded in 2014, by Aaron Wetzler, Erez Tal, Jonathan Rimon, and Moty Kosharovsky, under the name Tipit. At the time of its sale to Apple, it employed 13 workers in Tel Aviv, a majority of whom were integrated into Apples’ office in Herzliya. The company developed photography technology, including advanced capabilities in deep learning and computer vision.

Camerai’s platform allowed app and software developers to create augmented reality and image processing graphics without the need for technical knowledge or writing code. After being integrated into Apple’s cameras it made life easier for developers who wanted to include AR capabilities in their various apps.

Tipit rebranded itself as Camerai in 2018.

MacDailyNews Take: Three things that immediately spring to our collective mind to which Camerai technology could have contributed: ARKit, Portrait mode, and Apple’s Clips app.


  1. An Apple camcorder could be awesome. A big lens and sensor for low light and zoom, plus all of Apple’s amazing imaging technology. Sony and other camcorder makers have lost interest in this market, and even DSLRs do certain things much worse than an iPhone.

    1. I’m assuming the big lens isn’t the ONLY lens, btw. The ability to cut instantly from a deep zoom to wide angle and back would be really nice for event coverage, and can get the photographer out of awkward situations that would require zoom pumping.

    1. Artificial boca can fail on things like hair strands, and I think that if people see it enough it will start looking fake and objectionable. But even a small amount of real boka, (from eg. a half inch sensor) would isolate depth to dramatically improve realism. Also, we are talking video, so it is a magnitude more processing than stills. Has anyone achieved portrait mode at 24 frames per second?

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