Apple is gearing up to spend roughly $30 million in its latest effort to expand its streaming radio options. According to Re/Code, the company is “close to buying” a firm called Swell, which provides quick access and a unique way to discover fresh news radio content.
Apple has been bolstering its iTunes Radio application with talk radio options for the past several months, most recently adding a live stream to NPR. The acquisition could be a part of Apple’s bigger plans, first revealed by The Information in May, to provide local radio content inside iTunes radio, in addition to locally targeted ads.
Re/Code said Swell plans to shut down the app sometime this week and that most of the team is joining Apple. Cupertino is mum on most of its acquisitions, so there might not even be a public confirmation. Hopefully we see Swell’s technology integrated into iTunes Radio soon.