Apple patents new mood reading system for advertisements

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Apple turns 30 this month — alright adulthood! However, there’s more “Big Brother” in this milestone than ever. The company filed a patent on a “hypothetical” system that could be used to harvest user data including facial expressions, perspiration rates and vocal patterns, all in order to better match advertisements you’ll see on your Apple device.

Apple isn’t alone when it comes to developing these “mood-based” systems — Google is also working on improving it’s search functionality to the point of understanding searches on an emotional level. Yahoo is right there too, recently acquiring “Aviate,” a company that organizes and searches for apps based on what it thinks you’ll be looking for at any given time.

It’s too early to tell if Apple will actually put this patent to work on its new products, but it’s sure a sign of where the future is headed. Which means someone’s always watching you.