Apple has made a rare move into social media by buying Twitter-focused analysis company Topsy.
The iPhone maker refused to reveal why it bought the start-up, which studies trends on Twitter to provide its clients with insights into users’ sentiments.
Apple paid more than $200m to complete the deal, according to the Wall Street Journal.
“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans,” spokeswoman Kristin Huguet said.
The technology giant’s main effort in social media has revolved around Ping, a music-centred social sharing network that was at one point integrated into its iTunes app.
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