Apple is reportedly acquiring German AI startup Brighter AI to bolster privacy features in Vision Pro

Apple is reported acquiring AI startup Brighter AI in a move to bolster privacy features within its products, starting with Apple Vision Pro, Apple news platform 9to5Mac reported, citing an unnamed source. Brighter AI declined to comment on the story, and eCapital, one of the VC firms that invested in the startup, also refused to comment when asked.

The acquisition is aimed at enhancing privacy features within Apple Vision Pro, as per sources cited by 9to5Mac. Apple might also be eyeing Brighter AI’s technology to mitigate the risk of capturing identifiable information in public videos or photos using Apple Vision Pro.

The significance of this acquisition lies in addressing potential privacy concerns raised by Apple Vision Pro, which, unlike regular smartphones, can discreetly capture video footage. By integrating Brighter AI’s technology, Apple aims to minimize the possibility of exposing identifying data in publicly shared media through Vision Pro.

Based in Berlin, Germany, Brighter AI specializes in anonymizing face and license plate data. The startup offers advanced image and video anonymization software driven by generative AI. Its suite of solutions, including Precision Blur and Deep Natural Anonymization, effectively obscures faces and license plates, assisting organizations in adhering to stringent data protection regulations like GDPR, CCPA, APPI, and PIPL. Brighter AI is one of the major players operating within the image and video anonymization sector.

Brighter AI technology could also prove invaluable in scenarios where users inadvertently capture images of their surroundings, a situation that has previously raised data protection concerns. Additionally, with the recent launch of Apple’s $3,500 AR glasses on February 2nd, maintaining consumer privacy while ensuring a seamless user experience becomes paramount for establishing Vision Pro as a market leader.

Apple Vision Pro

In addition, Brighter AI’s advanced AI technology, which retains image quality while anonymizing data without blurring, aligns well with Apple’s objectives. This technology not only preserves the natural appearance of subjects but also ensures their minimal recognizability, making it particularly appealing to Apple.

Founded in 2017 by Marian Brille and Patrick Kern, Brighter AI emerged as a spin-off of the automotive supplier Hella. Notably, the startup has attracted attention for its innovative technology, and promising applications across various Apple products, including Vision Pro and Apple Maps.

Since its inception seven years ago, Brighter AI has raised a total of $21 million in funding from notable investors including Portuguese VC Armilar Venture Partners in a Series A round in 2022, followed by DB Digital Ventures, the investment arm of Deutsche Bahn, in February 2023. Deutsche Bahn is also one of Brighter AI’s prominent customers.