http://www.wired.com/business/2013/12/apple-is-betting-big-on-search/

Nowadays, Apple is moving into all sorts of online services, including everything from iTunes to its new mobile mapping tool, Apple Maps. It’s not clear why the company is suddenly interested in social search, but there are so many ways the company could use Topsy and Cue, in part because both offer not only search engines but also tools for analyzing the use of social networks.

The company has close to $150 billion in cash, which means that the Topsy and Cue deals — at around $250 million put together — could simply be peripheral buys for a peripheral business like ads. But ads could very well become a big business for Apple.

What did Mougayar say about Poynt enable?

"“It is almost like Google AdWords, but done natively and with a local bent,” Mougayar said."

http://techcrunch.com/2013/10/18/sprylogics-local-search-sdk/