Apple has completed the acquisition of a social media analytics company in a deal reported to be worth around $200 million.
The tech giant's purchase of San Francisco-based Topsy Labs has led commentators to question whether it could mark its first foray into the world of social media, or how the data it can provide could influence existing Apple services and products.
Founded in 2007, Topsy allows advertisers to identify and analyse how users are commenting about their brands, products or competitors on sites like Twitter, Google+ and Facebook.
As a certified Twitter partner, it's one of a select few companies to have access to the entire stream of Twitter data, meaning advertisers and social media marketing professionals can use the service to go back through all tweets published since the micro-blogging site's establishment - back in 2006.
Speaking to the Guardian, a spokesperson for Apple, stated: "Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans."
Managing director at consultancy firm Frost & Sullivan, Manoj Menon, told the BBC that the purchase could help Apple to boost its brand, stating: "Brands across the world are looking at ways to use the time spent by customers on social media to enhance their brands, and Apple is no different."
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