Apple is strengthening its analytics capabilities -- especially when it comes to social media -- based on reports that it is acquiring Topsy Labs.
The Wall Street Journal broke the story on Monday based on information from sources said to be familiar with the matter.
Financial terms of the deal have not been disclosed, and neither party has publicly commented on the matter.
ZDNet has reached out to Apple for comment on this story. We will update the post once we hear back.
The San Francisco-based private company has developed a platform that taps into the "social web," with a particular focus on pinpointing and tracking trends on Twitter.
Apple's mergers and acquisitions activity has been on the rise throughout 2013, although one of the more common themes has been around mobile software development, especially mapping solutions.
But hardware has been in the mix too. Just last week, Apple confirmed it bought PrimeSense, an Israel-based 3D sensor startup that provided a key component to Microsoft's early Xbox Kinect models.
On a social media note, Twitter itself has been drumming up numerous different revenue schemes around tracking live and taped television events. It's possible that Apple could be making a play at analytics around its own media properties, incorporating analytics tools for iTunes Radio, Apple TV, or others.