It has been two years since Meta announced Threads. Several brands and personalities have joined the X rival, and finally, Apple has joined the Elon Musk's X rival as well. Not only that, soon after the Apple joined the platform, it has gained around 5 million followers. In comparison, the Apple account on X has nearly 10 million followers.
5 million followers but no posts
As mentioned, the Apple Threads account already has 4.8 million followers, thanks to the company’s massive presence on Instagram. However, the Instagram handle of Apple has over 34 million followers.
Apple has yet to post anything on Threads, but the quiet entry is being seen as a signal. While the company has remained highly active on X, using it to promote keynotes, ads, and new products, its presence on rival platforms has been minimal. Phil Schiller, Apple Fellow and former marketing chief, has a personal account on Mastodon—but that’s been the extent of it until now.
On X, Apple’s main account has nearly 10 million followers, and despite criticism of the platform in recent years, Apple has not scaled back its use. Threads, on the other hand, is still finding its place, even as Meta positions it as a cleaner alternative to X.
Is Apple moving away from X
Apple’s move doesn’t necessarily mean it’s shifting away from X—at least not yet. The company may be simply securing its handle on Threads to ensure consistency across platforms. There’s also the chance this is a step toward diversifying its social media presence, even if it doesn’t immediately translate to active use.
Brands often join new platforms during periods of growth, only to leave them inactive once the early momentum fades. Whether Apple follows that pattern or has long-term plans for Threads remains to be seen.
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