Apple joins Threads, the social media platform owned by Meta, two years after its launch. Recently, Apple created a verified account using the @apple handle. Despite having no posts so far, the profile already has 4.8 million followers. This large following is because Threads automatically transfers followers from Instagram accounts. Since Apple’s Instagram account is popular, the Threads account gained followers immediately.
However, Apple has not explained why it chose to join Threads now. It also remains unclear whether Apple plans to post content or engage actively on this new platform. Apple’s approach to social media is often cautious and strategic. For example, the company owns the @apple handle on X (formerly Twitter). Yet, Apple mainly uses that account for advertising rather than sharing original content. Similarly, Apple has a Facebook page that it rarely updates.
In contrast, Apple keeps its Instagram account very active. There, it regularly posts “Shot on iPhone” videos and other promotional content that showcases its products. Apple also runs an @apple TikTok account. On TikTok, it shares product tips, tutorials, and creative videos to reach a younger audience. These differences show that Apple carefully chooses where and how to share its messages.
Apple joins Threads at a time when many brands are exploring the platform’s potential. Threads is gaining popularity as a place for users and companies to connect and share quick updates. By setting up an official account, Apple signals that it is interested in this growing space. Yet, the lack of posts suggests it is still figuring out how to best use Threads.
The move also highlights how Apple’s social media strategy balances brand control with audience engagement. The company seems to prefer platforms that allow it to maintain a polished image. Instagram and TikTok fit this approach well, while Threads may become another tool in Apple’s marketing mix.
In summary, Apple joins Threads quietly but with a strong follower base. As the platform continues to grow, it will be interesting to see if Apple begins posting content or interacting with users. For now, Apple’s Threads account stands as a silent but important new presence in social media.
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