Is Twitter (TWTR) Still Relevant? Apple (AAPL) Thinks So...

According to reports out late Monday, Apple (Nasdaq: AAPL) agreed to purchase social-media analytics firm Topsy in a deal rumored at $200 million. While the price tag is small beans for Apple, the data is anything but.

Topsy is one of the few companies with access to Twitter's (NYSE: TWTR) firehose, or full stream of posts made on the site since 2006. That data will allow Apple to better follow certain keywords, influential accounts, and evaluate exposure of certain marketing events/campaigns.

The data is robust, with over 500 million new posts being made to Twitter each day. It will allow Apple to enhance several of its services, including the iTunes media store, Siri voice command, and its iAd advertising platform.

While Apple is positive in early trading Tuesday, Twitter is down 0.8 percent after closing down 1.9 percent on Monday.

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