Apple has acquired marketing start-up DataTiger, which sells software services that provide artificial intelligence-assisted marketing.

The acquisition is seen as furthering Apple’s strategy to focus more on selling services rather than just hardware.

The acquisition could also be linked to its plan to launch a new video streaming product and an Apple News subscription service. Observers say that DataTiger’s services could help Apple better understand what people want to consume on their devices and target the right content to them.