Apple says it has purchased data analytics firm Topsy Labs, as chief executive Tim Cook uses deals to add new technology for the company’s products.

“Apple buys smaller technology companies from time to time, and we generally do not discuss our purpose or plans,” said Kristin Huguet, a spokeswoman at Apple. She declined to comment on how Topsy’s technology would be used.

Topsy’s service helps companies analyse consumer sentiment on microblogging service Twitter, be it a response to TV programming or politics.

The Wall Street Journal earlier reported that Apple paid more than $200 million for the company. Apple has stepped up the pace of acquisitions. Last month, the California-based company purchased PrimeSense, an Israeli maker of motion-tracking technology. It also has this year acquired navigation-software company Embark, online transit-navigation service HopStop.com, business-locations maps company Locationary, and WifiSLAM, which makes location-identifying technology for when a smartphone user is inside a building. – (Bloomberg)