According to The Wall Street Journal, Apple has acquired a Twitter analytics firm called Topsy for $200 million. Topsy is a a social search and analytics company that works with Twitter to keep an index of Tweets from as far back as 2006. With the acquisition of Topsy, Apple will now be in control of one of the only full collections of Tweets (called a “firehose”) Twitter allows companies to access.
Topsy specializes in data from Twitter, offering tools to analyze tweets and other information to help track consumer sentiment. Its tools can decipher how often a specific term is tweeted, find an influential person on a specific subject, or measure the exposure of an event or campaign.
This is all information Apple can utilize in many ways: advertising, integrating into iOS and OS X, and even moving into the search field. This acquisition could be most useful in the App Store, where it could help with the organization and discovery of applications, something every single iOS user has to use with their new product.
Following the acquisition, an Apple spokesperson commented with the generic line the company has issued after past acquisitions: ”Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”