Search and Social: How Apple Might Utilize Its $200 Million Topsy Purchase

topsyFollowing Apple's $200 million purchase of social analytics firm Topsy earlier this week, a wide variety of analysts and pundits have been considering what Apple might do with the company.

More than anything, Topsy is a search and analytics company, holding a number of search-related patents that could be implemented directly into the App or iTunes Stores to improve searches and discovery. One patent helps rank search results based on reputation and influence, which could be used to help higher quality apps rise to the top of App Store search results, for example.

Another patent details the return of search results to include popular items related to a specific query on a social media site. While not directly related, a similar technology could be incorporated into App Store search. For example, a user searching for Major League Baseball apps could be linked to other trending sports apps for the NFL or NBA.

Twitter considered buying Topsy as well because, according to AllThingsD, "Topsy’s search technology and tools were even more effective than Twitter’s own in-house search tools" but Twitter ultimately decided to pass on the purchase.

Apple has purchased companies in the past to boost its search results on the App Store, most notably Chomp, acquired by the company last year.

Apple has also been focusing on increasing its advertising revenue in recent years, first with iAd's in-app advertising, and more recently with iTunes Radio. Another Topsy patent relates to the display of certain advertisements to users based on an "influence score" that helps determine which advertisements are shown to a particular user.

As for what Apple will do with Topsy, TechCrunch's Matthew Panzarino is thinking along these same lines.

If I had to hazard a guess, this might be related to Apple building out the relevancy engine of its App and iTunes Stores. Adding social signals to the search algorithms of its stores could help to improve the relevance of search results and help Apple surface apps that are hotter and more interesting to users. Tracking app trends across social networks would allow them to fine tune categories and collections of apps, and surface apps that are gaining steam more quickly.

Pulling the thread out a bit further, it's possible that Apple could even use the data from your Twitter feeds to recommend apps on a more personal basis, rather than ‘generically' to everyone. Apple has done little of this kind of personalized recommendation work to this point, but there's always a first time for everything.

The Wall Street Journal concurs, saying that "Topsy's insights could be useful in several Apple services, including the iTunes media store, Siri voice assistant or iAd advertising platform."

Another pundit, Azeem Azhar, argued on LinkedIn that Topsy's search platform could be part of the foundation for an Apple move against Google in search. The company already built a mapping app, displacing Google Maps in one of the iPhone's most fundamental features -- and an investment in search could be a logical place to spend some of Apple's enormous cash pile.

Wouldn't it be smart for Apple to deploy Topsy's search infrastructure as the search layer for iOS? Working to index both the social Web, but also the best bits of the Web that power Siri and Apple Maps, reduce the reliance on Google and reduce the flow of advertising dollars to the big G.

[...]

These are additional signals that could make the experience of search on iOS really different to the experience on Google. A search which encapsulates data on the web, databases of businesses, real, fresh social signals and purchase preference data from 900m consumers. All accessible from my iOS device, connected back to my Apple ID (and the credit card attached to it).

Topsy has full access to the Twitter 'firehose', meaning its technology can be used to deal with enormous amounts of data and its search engine technology is designed specifically for that. It's possible that Topsy's search engine could be used by Apple for more than just search, however. The company could combine iCloud, App Store purchase data, reviews, social network activity and more to get a better idea of their customer's activity for both advertising and search purposes.

While the purchase of Topsy is notable, the $200 million acquisition accounts for some 1/750th of Apple's current $150 billion in cash and will likely be the one of many acquisitions that Apple makes during fiscal 2014.

Last year, in fiscal 2013, Apple made a total of 15 acquisitions of varying sizes over the course of the year. In its public financial calls with analysts, Apple executives have repeatedly said that a number of new hardware, software and services products are in its pipeline for release in calendar 2014 and beyond.

Top Rated Comments

ForzaJuve Avatar
122 months ago
They could generate even more.

Give this guy a job at Apple immediately!
Score: 5 Votes (Like | Disagree)
Klae17 Avatar
122 months ago
They keep buying companies to improve the App Store and iTunes, yet both are still s***.
Score: 5 Votes (Like | Disagree)
jeffzoom91 Avatar
122 months ago
I always get a little shiver when Apple does cool Computer Science-y stuff...

GCD, Timer Coalescing, Co-Processors, real asymmetric finger print security...all awesome stuff.

Chances are, they're going to do something cool with it, and we won't even notice it happening.
Score: 3 Votes (Like | Disagree)
Klae17 Avatar
122 months ago
both generate tons of money.

They could generate even more.
Score: 2 Votes (Like | Disagree)
numlock Avatar
122 months ago
both generate tons of money.

hardly the definition if something is **** or not

What are the chances that Apples eventually buys Twitter? I mean someone is going to buy Twitter sooner or later. I think it would be a great move for Apple to make, they would get more involved into the social media while also delivering a blow to Google. Eventually all these small tech companies are going to be bought or put out of business by Apple or Google.

thats a pretty bleak view of the future (not that i disagree)
Score: 1 Votes (Like | Disagree)
willcapellaro Avatar
122 months ago
How are they ****?

To start with, misspell anything and intended search results will not show. That's a pretty rookie mistake on their part.
Score: 1 Votes (Like | Disagree)

Popular Stories

maxresdefault

Apple Announces WWDC 2023 Event Taking Place June 5 to 9

Wednesday March 29, 2023 9:58 am PDT by
Apple today announced that its 34th annual Worldwide Developers Conference will take place from Monday, June 5 to Friday, June 9. Like WWDC 2020, 2021, and 2022, WWDC 2023 will be an online event for the most part, and it will be open to all developers at no cost. Subscribe to the MacRumors YouTube channel for more videos. Apple will provide online sessions and labs, which will allow...
iPhone 15 Pro Buttons CAD Leak

iPhone 15 Pro Low-Energy Chip to Allow Solid-State Buttons to Work When Device is Off or Out of Battery

Wednesday March 29, 2023 1:54 am PDT by
The iPhone 15 Pro and Pro Max will use a new ultra-low energy microprocessor allowing certain features like the new capacitive solid-state buttons to remain functional even when the handset is powered off or the battery has run out, according to a source that shared details on the MacRumors forums. CAD-based render of new solid-state buttons on iPhone 15 Pro models The source of this rumor is ...
CarPlay Phone Call

General Motors to Phase Out Apple CarPlay Starting This Year in EV Transition

Friday March 31, 2023 8:43 am PDT by
General Motors (GM) will phase out Apple CarPlay and Android Auto in its vehicles starting this year, shifting to a built-in infotainment system co-developed with Google (via Reuters). GM owns Buick, Cadillac, Chevrolet, and GMC in the United States. It will stop offering Apple CarPlay and Android Auto starting with the 2024 Chevrolet Blazer, which goes on sale this summer. The company plans ...
iPhone 15 Pro Multi Purpose button Mute Switch Feature Green 2

iPhone 15 Pro Rumored to Feature Multi-Use Action Button Instead of Mute Switch

Wednesday March 29, 2023 7:28 am PDT by
iPhone 15 Pro and iPhone 15 Pro Max models are rumored to feature a customizable Action button like the Apple Watch Ultra, according to a MacRumors forum member who leaked accurate details about the Dynamic Island on iPhone 14 Pro models last year. The source claimed the Action button will replace the Ring/Silent switch that has been included on every iPhone model since 2007. They did not...
iOS 16

iOS 16.4 Now Available for Your iPhone With These 8 New Features

Friday March 31, 2023 8:55 am PDT by
Following six weeks of beta testing, iOS 16.4 was released to the public this week. The software update includes a handful of new features and changes for the iPhone 8 and newer. To install an iOS update, open the Settings app on the iPhone, tap General → Software Update, and follow the on-screen instructions. Below, we have recapped eight new features and changes added with iOS 16.4,...
iOS 17 on Phone Feature

Three New iOS Features Coming to Your iPhone Following Apple Music Classical

Thursday March 30, 2023 7:13 am PDT by
With the Apple Music Classical app and an Apple Pay Later early access program now available, the list of previously-announced iOS features that have yet to launch is beginning to shrink. However, there are still a few features we are waiting for. Below, we have recapped three more iOS features that are expected to launch in 2023, including an Apple Card savings account for Daily Cash,...
apple mixed reality headset concept by david lewis and marcus kane

Kuo: Apple Mixed-Reality Headset May Not Appear at WWDC as Mass Production Pushed Back Yet Again

Thursday March 30, 2023 4:50 am PDT by
Apple has again pushed back mass production of its mixed-reality headset and the device may not appear at this year's Worldwide Developers Conference (WWDC), Apple analyst Ming-Chi Kuo today said. Apple headset concept by David Lewis and Marcus Kane In a tweet, Kuo explained that Apple "isn't very optimistic" about whether the headset will be able to create an "iPhone moment." As a result,...