APPLE yesterday splashed out on social media analytics firm Topsy, a business which was only founded in 2007. The technology giant, led by Tim Cook (right), is said to have paid $200m (£122.3m). Topsy specialises in analysing Twitter data and providing insights into sentiment on a variety of topics. Apple’s previous foray into social media was the service Ping which shared music. But it failed to catch on and was shut.