On Monday, Apple made its buy into the social media pie by buying Topsy Labs, Twitter's search and analytics startup that offers a better understanding about what people are talking about on social media networks.
In a Wall Street Journal report, Apple confirmed the purchase at a price of over $200 million. The report further says that Apple may start using Topsy's data to better target ads, to inform users of its products about popular subjects, or to generally tap into of-the-moment interests.
Topsy analyses the half a billion messages sent over Twitter every day.
In a statement to the New York Times, Kristin Huguet, an Apple spokesperson said, “Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans.”
While Topsy on the other hand is still to make a comment to the media about this purchase.