Apple to scan your emotions to help advertisers

February 3, 2014 – 11:30amPATENTS

Apple Wants to Scan Your Emotions to Aid Advertisers

Gerald Lynch – Or at least that’s what’s suggested by Apple’s “Inferring user mood based on user and group characteristic data” patent, which has just been uncovered.

The patent outlines a system that would note “recently consumed content” such as a “digital media item, a social networking activity and/or an invitational content item response”. With this it would establish a baseline mood, after which variations would contribute to a “confidence score” that would help to guess the user’s mood following any variable activity on a phone or tablet.

Basically, then, the system described in the patent would tap into every major interaction you make with your iDevice, harvesting granular details on your usage, all of which could be valuable to advertisers looking to push pointed purchasing suggestions your way. As ever, it’s just a patent at this stage, so there’s nothing to say it’d make its way into a product, but it is an idea Apple is exploring. Which is sure to get the tinfoil-hat wearers excited.

Leave a Reply