Rumors that Apple had been in talks with Lala to acquire the company have been circulating for sometime and now the New York Times just confirmed that the acquisition has taken place.

New York Times‘ Brad Stone made the announcement via a tweet which read, “Apple has acquired digital music startup Lala.”

For those of you that don’t know, Lala is an online music discovery and streaming service.

Users can listen to songs for an unlimited amount of time for only ten cents per song . Users could also listen to free music as well as add tracks to their playlist.

The purchase makes rumors that Apple will soon launch their own streaming service even more likely.