Apple has bought social media data analytics firm, Topsy Labs for a sum that is rumored to be close to $200m.
This marks Apple’s second acquisition in weeks after it announced that it had bought Israeli firm PrimeSense, which specialises in making 3-D motion detection technology.
Topsy is one of several firms that have been focused on gathering and parsing data from Twitter’s platform. It allows customers to tap into a store of over 425 billion tweets from 2006 onwards to sniff out trends.
It has recently created a searchable database of all tweets sent – more than 400 billion – since Twitter’s launch.
Topsy competitors in the Twitter data reselling game include DataSift and Gnip to figure out who is influential on Twitter, what terms are trending, and the impact of specific Twitter campaigns.
“There are millions of people sharing their thoughts on platforms such as Twitter on any given day,” Sanjana Chappalli, Asia-Pac head of LEWIS Pulse, a firm specialising in digital marketing services, told the BBC.
“For companies to be able to understand what is popular with these users and what they are interested in, and then use it to their advantage, they need to filter the content and understand it.
“Topsy gives Apple the tools to do just that,” she explained.
Apple may just have figured out how to get into the good graces of consumers after the company’s earlier effort at social networking – the Ping music sharing service – failed to catch on with consumers.
An Apple spokesperson declined to give details of the firm’s plans with Topsy.
“Apple buys smaller technology companies from time to time and we generally do not discuss our purpose,” the spokesperson said.
However, some analysts said Apple could look to use the data analytics for a variety of purposes, not least a better placement of its products across social media.