Cupertino tech giant Apple has officially activated its main Threads account, marking a significant entry into Meta’s text-based social media platform, after several ancillary Apple-related accounts established their presence on Threads shortly after its launch in mid-2023.
Upon its debut, the @apple account instantly amassed nearly 5 million followers, registering over 4.8 million followers the moment it went live. This immediate surge in followers is largely attributed to Threads’ auto-follow feature, which automatically connects users with accounts they already follow on Instagram. Given Apple’s substantial Instagram following, which currently stands at over 34 million, this rapid accumulation of followers on Threads was widely anticipated.
The company’s entry onto Threads gains particular significance when viewed within the broader context of its social media strategy. Apple has historically maintained a robust presence on X (formerly Twitter), where it boasts nearly 10 million followers. The company has consistently utilized X as a key platform for promoting major events, advertising campaigns, and new product launches. This strong reliance on X has, at times, drawn criticism in recent years, particularly concerning the platform’s evolving dynamics.
In contrast to its active engagement on X, Apple has largely maintained a quiet stance on alternative social media platforms such as Mastodon. On Mastodon, the company’s official presence is minimal, with notable exceptions like Phil Schiller, Apple Fellow and former longtime marketing chief, who maintains a personal account. This selective approach highlights the strategic nature of Apple’s social media engagements.
While Apple’s arrival on Threads may not immediately signal a complete shift in its social media strategy, it unequivocally indicates the company’s willingness to engage with the broader landscape of social networking platforms. The extent to which this new presence will translate into active posting, comprehensive marketing campaigns, or even a full-fledged platform shift remains to be seen. Industry observers note that many companies have historically rushed to join new platforms during their initial hype cycles, only to let their accounts become dormant over time. However, with Meta’s continued efforts to position Threads as a more stable and robust alternative to X, and its simultaneous push to evolve Threads beyond merely being an extension of Instagram, Apple’s quiet but impactful entrance is a development worth monitoring closely.
