Michal Ždanský Apple lero yatsimikizira kugulidwa kwa kampani ya Topsy Labs yowunikira pa social media. Topsy imagwira ntchito pakuwunika tsamba lawebusayiti ya Twitter, pomwe imawunika momwe mawu amatchulidwira. Mwachitsanzo, ikhoza kudziwa kuti nthawi zambiri chinthu choperekedwa chimakambidwa bwanji (tweeted), yemwe ali ndi umunthu wamphamvu mkati mwa nthawiyo, kapena akhoza kuyesa mphamvu ya kampeni kapena zotsatira za chochitika.
Topsy ndi imodzi mwamakampani ochepa omwe ali ndi mwayi wofikira pa Twitter's API, mwachitsanzo, ma tweets onse osindikizidwa. Kampaniyo imasanthula zomwe zapezeka ndikuzigulitsa kwa makasitomala ake, zomwe zimaphatikizapo, mwachitsanzo, mabungwe otsatsa.
Sizikudziwika bwino momwe Apple ikufuna kugwiritsa ntchito kampani yomwe idagulidwa, Wall Street Journal Komabe, amalingalira za kuthekera kolumikizana ndi nyimbo zotsatsira nyimbo iTunes Radio. Ndi deta yochokera ku Topsy, omvera amatha, mwachitsanzo, kudziwa zambiri za nyimbo zodziwika kapena ojambula omwe akukambidwa pa Twitter. Kapena deta ingagwiritsidwe ntchito kutsata zomwe ogwiritsa ntchito amachita komanso kutsatsa komwe akufuna mu nthawi yeniyeni. Pakadali pano, Apple yakhala ndi mwayi wotsatsa, kuyesa kwake kupanga ndalama pamapulogalamu aulere kudzera pa iAds sikunapeze mayankho ambiri kuchokera kwa otsatsa.
Apple idalipira pafupifupi madola 200 miliyoni (pafupifupi akorona mabiliyoni anayi) kuti agule, wolankhulira kampaniyo adapereka ndemanga yokhazikika pakugulako: "Apple imagula makampani ang'onoang'ono aukadaulo nthawi ndi nthawi, ndipo nthawi zambiri sitilankhula za cholinga kapena mapulani athu. "
