Apple Joins Threads After Two Years: What It Means for Users – 9to5Mac

Apple has finally launched its official account on Threads, garnering nearly 5 million followers instantly, thanks to its strong Instagram base. Accounts like Apple Music and Apple News had already made their mark on Threads soon after its mid-2023 launch, but Apple’s main account took its time.

At the moment of its activation, the Apple account saw a massive follower surge due to Threads’ auto-follow feature, which pulls Instagram followers automatically. Given Apple’s considerable Instagram presence of over 34 million, this spike in followers makes sense.

What’s significant here is Apple’s long-standing support for X (formerly Twitter), where it has nearly 10 million followers. However, the company has faced criticism for its silence on newer platforms like Mastodon, where only Phil Schiller, a veteran marketing chief at Apple, posts occasionally.

While Apple’s entry into Threads doesn’t suggest a complete shift to this platform, it does indicate a willingness to engage with broader social media landscapes. History shows that many brands rush to join new platforms only to go quiet after initial hype.

A study by eMarketer in 2022 revealed that brands struggle to maintain engagement on newer platforms, with 60% of marketers citing a lack of compelling content as a major hurdle.

Social media expert Matt Navarra recently pointed out how some platforms can quickly fall out of favor, highlighting the importance of consistent engagement. Threads could offer Apple a fresh way to connect with users, especially as Meta seeks to position it as a viable alternative to X.

As Apple takes this tentative step into Threads, we’ll have to wait and see if it leads to more meaningful interactions or innovative marketing campaigns.

For now, Apple’s move indicates it is keeping an eye on the evolving social media landscape, ready to adapt as needed.



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