Apple has done a deal to buy Shazam of the UK, which is a service to identify songs from audio detected through the microphone of a mobile device. Obviously, that may make sense on its own if Apple thinks it can help sales via iTunes.
However, Shazam also has some A/R technology using image recognition that allows the addition of image content, although, so far, Shazam has only used this to support the marketing plans of brands. Check the technology below which shows an app that was developed for Bombay Sapphire gin. Some analysts are speculating that the A/R technology was part of the value of the deal for Apple.