This New York Times article announces Apple’s purchase of a social media research company, Topsy Labs. People are questioning why Apple would need the services of a company like Topsy. In the article, the author consults credible sources on their opinion of why this acquisition occurred. The underlying theme is that Apple will probably utilize Topsy’s services to better understand customer insights about Apple products, specifically on Twitter, and also help better direct Apple users to apps, music and other features. It seems that Apple is always making moves that no one can predict–I’m curious what’s next.