Apple has activated its official Threads account, resulting in an immediate acquisition of nearly 5 million followers. This development follows the earlier establishment of several Apple-related accounts on Threads shortly after the platform’s mid-2023 launch, including Apple Music, Apple News, Apple Books, Shazam, and Beats by Dre. The primary @apple account had remained absent until this recent activation.
Upon its debut, the @apple account amassed over 4.8 million followers instantly. This rapid accumulation of followers is attributed to Threads’ auto-follow feature for Instagram accounts and the @apple account’s substantial Instagram presence, which currently stands at over 34 million followers. The move gains significance within the broader context of Apple’s social media strategy.
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Apple has maintained a notable presence on X, where it has nearly 10 million followers. The company utilizes the X platform to promote events, advertising campaigns, and product launches. In contrast, Apple has exhibited less activity on alternative social media platforms such as Mastodon. Phil Schiller, an Apple Fellow and former marketing chief, is the only individual with a personal presence on Mastodon representing Apple.
Meta continues to promote Threads as a stable alternative to X. Apple’s quiet entry onto Threads aligns with Meta’s efforts to position the platform beyond its initial role as an extension of Instagram. The arrival of Apple’s primary account on Threads indicates its willingness to engage with a broader spectrum of social networking platforms.
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