Social Media Analytics Company Topsy Acquired By Apple

Social media metrics company Topsy Labs has been acquired by Apple, making it the second biggest acquisition made this month.Topsy specialises in analysing data from Twitter to track trends in customer sentiment.

The estimated value spent on the deal is around $200 million. Topsy is one of the few companies that have access to Twitter’s entire data stream. It provided clients with information topics that were trending and which companies people were talking about most.

Topsy’s main competitors are companies like DataSift and Gnip. Apple confirmed that it had purchased Topsy, but refused to give further details. “Apple buys smaller technology companies from time to time and we generally do not discuss our purpose,” it said in a statement.

One analyst said that Apple may use the analytics technology to better place its products on social media.

“There are millions of people sharing their thoughts on platforms such as Twitter on any given day,” Sanjana Chappalli, Asia Pacific 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.

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