Apple Buying The Fancy [Report]

Apple is reportedly in talks with The Fancy to buy their site and secure a place in the fledging e-commerce business, using its 400 million-plus iTunes accounts with credit cards on file.

A source with knowledge of Apple’s acquisition strategy reportedly told Business Insider that The Fancy is at a stage where Cupertino typically makes an attempt to buy.

The firm is rivals with Pinterest, which offers similar services to some degree. Though admittedly much smaller than Pinterest, the 20-person New York startup is said to be more experienced in linking its users to transactions.

The Fancy CEO Joe Einhorn, and Apple CEO Tim Cook are known to have met at Allen & Co.'s Sun Valley conference earlier this year. Interestingly, Cook started using The Fancy shortly thereafter.

Perhaps also noteworthy is that The Fancy's headquarters are situated just above an Apple Retail Store in New York City.