Apple has acquired Particle, a San Francisco company that specializes in the creation of web apps using HTML5, reports CNET.

Describing itself the company says, “Particle brings positive and energetic relationships with Google and the Chrome team specifically, as well as great Apple relationships and execution experience around iAds, iTunes Extras, and Apple.com. We have participated in and piloted much of the technology which will display the next generation of advertising and deliver media content for the next decade.”

Apple reportedly purchased the company for its talent. Particle has done HTML5 work for Google, Motorola, Amazon, Yahoo, Sony, and Apple. They were founded in early 2008 and received some financial backing from pop star Justin Timberlake. It’s unclear how much the Apple paid for the company.