Earlier today it was being rumored that Apple had acquired a small content discovery startup. The company has now confirmed that it has indeed made such an acquisition, without revealing the terms of the deal. Matcha.tv, the startup, had a popular iOS app that made it easier for users to discover content on different cable providers.

matcha.tv  Apple acquires Matcha.tv content discovery startup, new features possible for Apple TV

Matcha.tv’s iOS app comprehensively displayed everything the user could watch via cable TV providers such as Comcast as well as streaming video services like Netflix, Amazon Prime and Hulu. Even digital video stores were available, like Amazon and iTunes. The app would also give recommendations for viewing content, a universal queue and would also connect with social networks to allow the user to see what their friends were watching.

Apple has confirmed the acquisition to VentureBeat, with its usual statement that the company purchases smaller companies from time to time and that it does not feel the need to reveal what it tends on doing with them. Apple has reportedly paid $1 to $1.5 million for Matcha.tv, and it is believed that under this deal, Matcha.tv’s founders will work at Apple for at least two years.

This acquisition comes at a time when the company is rumored to be working on its new TV offering. Content discovery is a big part of connected TVs, even if its through the Apple TV set-top box or the much rumored full fledged HDTV from Apple. Future TV offerings from Apple may very well include better options and ways to discover content.