Apple officially shuts down its Twitter analytics acquisition

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Topsy has searched its last tweet.
Photo: Topsy

Two years after it acquired Topsy, a San Francisco-based firm offering Twitter analytics to companies, Apple has officially shut down the service.

“We’ve searched our last tweet,” Topsy has noted on its official Twitter account. Topsy’s website redirects to an Apple support page detailing how users can use search features on iPhone, iPad, and iPod touch.

Apple’s 2013 Acquisitions Show A Focus On Maps, Chips & Making Data Useful

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When Apple bought Twitter analytics company Topsy for over $200 million earlier this week, many commenters were taking aback. How does Twitter analytics of all things fit into Apple’s general acquisition strategy?

Although they broke the story, it looks like The Wall Street Journal were wondering the same thing themselves. The result is an excellent breakdown of Apple’s major acquisitions in 2013. Unfortunately, it doesn’t shed much light on why Apple bought Topsy, but it does show Cupertino’s areas of interest.

Apple Buys Twitter Analytics Company Topsy For Over $200 Million

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Apple has bought Topsy, a San Francisco-based firm that offers Twitter analytics to companies. The deal has closed at over $200 million, according to The Wall Street Journal.

“It’s unclear how Apple plans to use Topsy,” says the report. “There may be opportunities to link Topsy’s technology with Apple’s iTunes Radio, an online-streaming-music competitor to Pandora Media Inc. and Spotify AB. One possible scenario would use data from Topsy to alert listeners to songs that are trending or artists being discussed on Twitter.”

A report from a few months ago said Apple was beefing up its iAd team prior to the launch of iTunes Radio. Topsy’s expertise in social marketing could certainly come in handy when trying to sell iAds.

Here’s what Topsy is about: