Gosh the folks over at Apple have been keeping busy of late. After Mac Rental Company exclusively reported last week they have just taken out a new patent for the MacBook Pro that may well prevent those pesky crumbs lodging into your keypad, they are now all set to by Texture. This also follows Apple’s recent decision to purchase Shazam for a reported $400million as we exclusively reported in Mac Rental Company Breaking news at Mac rental company that Apple takes over Texture.

For those who don’t know what Texture is – let us at Mac Rental Company give you a quick run down. It is a subscription service available on Apple devices for just over $10 a month, which gives iPhone and iPad users access to over 200 magazines including some pretty big names like Rolling Stone, Vanity Fair, Vogue and Cosmopolitan. Texture was first founded in 2009 and launch in 2012 as Next Issue Media, as an attempt by publishers to replicate the Netflix and Hulu model for written content. Impressively, in 2016 Texture was chosen by the App Store editorial team for the Best Of sections, which celebrates the most innovative apps and games for iOS users.

 The business was originally founded to redistribute the balance of power back in favour of publishers who had been rather usurped by tech giants Google, Facebook and, of course, Apple with specific concerns over the fact that Google now controls 73% of the US digital ad market – which is a pretty epic. Certainly, Apple seems to have ambitions of its own; already accounting for between 60 and 70% of all articles that are read across the web. Not only that, but we are also seeing an increased focus on original programming with two series already being released  including reality show Planet of the Apps as well as Carpool Karaoke, fronted by England’s very own James Cordon.

Which perhaps suggests why Apple has decided to reach out to this publisher in an attempt to strengthen and resolve relationships. According to our sources Apple has no plans to change the Texture subscription model, meaning Texture should continue to grow and grow. Sadly, no one is disclosing quite how much Apple paid for the App, but it would seem all parites involved are pretty happy.

What do you think about Apple’s acquisition? Do you use Texture regularly? We would love to hear from you. Feel free to drop the Mac Rental Company team a line on sales@macrentalcompany.co.uk or give us a call on 0207 293 0447 if you would like to discuss the hire of any MacBook Pros, Macbook Pro Retina, iMacs and iMac Retinas. We offer a fantastic delivery service with same day one-hour delivery in London and same day delivery in the UK, delivered to your door at a time that works for you. We also have in-house engineers who are able to repair any Apple products that very same day. You are also now able to hire any of our products with no deposit – the only Apple hire company to do so!