Apple’s $200 million purchase of Topsy prompted speculation earlier this week on what the iPhone maker may do with the analytics firm. PeerIndex founder Azeem Azhar in an article on LinkedIn proposes Topsy as a way for Apple to reduce users’ reliance on Google Search on its devices. Instead, Apple would serve custom search results provided in part by Topsy technology. Topsy is a “search engine, at its heart,” Azhar writes. “And Apple doesn’t have a search engine. Instead, iOS relies on its frenemy Google.” Even though Google Search is no longer the only search option on iOS devices, many users still prefer it over Bing or Yahoo when looking for stuff online. A report in February claimed that the search
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