Apple Spending Cash On Eye Tracking Technology From Tobii

By Amit Chowdhry • May 16, 2009

Apple is sitting on billions of cash so many analysts are speculating that Apple will be on the acquisition market.  It turns out that Apple has been spending some of their cash on buying eye-tracking technology recently.

Apparently, Apple has been buying eye-tracking technology components from Tobii Technology.  Tobii is a small start-up based in Stockholm that recently closed about $21.5 million in Series B funding.

Tobii’s Technology’s eye-tracking technology can be added to devices and can be used to determine “the efficacy of advertisements, applications and websites [PEHub].”

Tobii’s products cost roughly between $7,000-$35,000, depending on how advanced the client wants it to work.

According to Amadeus Capital investor Jeppe Zink, Tobii has sold technology to Internet portal companies too.

As users read a screen, there is automatic text scrolling. Tobii’s technology is not expected to appear in mobile devices yet, but there is a chance that it could be added to high-end desktops and laptops in the near future.