Two years and at least $200 million later, Apple has shut down Topsy, the social media analytics company. What the iEmpire has done with the company in the last couple years is unclear, and now, we may never know, as Topsy itself tweeted on Tuesday, “We’ve searched our last tweet.” Womp womp.
We’ve searched our last tweet.
— Topsy (@Topsy) December 16, 2015
Back in 2013, Apple acquired the company for more than $225 million. At the time, Topsy was one of the most popular analytics tools available, as it was one of the few services with access to Twitter’s full tweet index, dating all the way back to 2006. But since being bought by Apple, Topsy has remained surprisingly silent on Twitter — in fact, its announcement of its closure is the first time it’s tweeted since that fateful purchase day.
Though Apple has never publicly revealed exactly what it did with Topsy’s technology, experts speculate that its analytics functions were leveraged in the iOS9 rollout, particularly with regard to the “Proactive” search that uses Siri, Contacts, Calendar, Passbook, and other apps to allow for “deeper search functionality.”
Sadly, it seems that nothing further will arise from the Apple + Topsy relationship, as a visit to Topsy.com now takes you to an Apple support page that shows you how to “use search on your iPhone, iPad, or iPod Touch.” Topical, but definitely not the same. Strangely enough, there’s no other notice of Topsy’s closure.
While Apple certainly isn’t going to stop innovating anytime soon, it seems that the company is satisfied that it’s used Topsy to the best of its abilities. That’s just how it goes in Silicon Valley, I suppose. One day you’re bought, and the next day (or two years later), you’re shut down forever.