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Aaron Taube of Business Insider recently wrote in the SF Gate, “Apple is thinking about how it can figure out exactly how you feel at any given moment in order to show you the most relevant advertisements. In a patent application the company filed Thursday, Apple describes a hypothetical system that would analyze and define people’s moods based on a variety of clues including facial expressions, perspiration rates, and vocal patterns. To be clear, Apple patents just about everything it does, with most applications never amounting to anything with regard to the actual products Apple releases. Still it’s interesting to see how Apple is thinking about predictive, contextual advertising at such a granular level, especially in light of its battle with companies like Google and Facebook to offer search products (Siri, the App Store) that know precisely what a user is looking for — even if the user has not expressly communicated his or her desire.” Read more