Apple has bought social media analytics firm Topsy for a reported $200 million.
Sources close to the deal, say it was unclear how Apple planned to use the company but that it could be related to Apple’s new streaming music service.
Topsy is among a handful of Twitter partners which has access to the full range of data from the fast-growing messaging platform.
Earlier this year, Topsy said it had developed a searchable index of all the publicly available tweets ever posted, which will be available for marketers and others.
Topsy describes itself as an organisation with the only full-scale index of the public social web, to help its customers instantly analyse any topic, term or hashtag across years of conversations on millions of web sites. For example, data can be used to analyse the effectiveness of a social media ad campaign.