Apple has joined Threads. Even without posting anything, the company’s account picked up 4.8 million followers within a few hours.
The company is present on all popular social media platforms with millions of followers but it’s only on Instagram that Apple posts continuously. Though Apple Music, Apple News, Apple Books, Shazam, and Beats by Dre have been on Threads since 2023, the main @apple account remained absent until now.
It’s interesting to see how Apple navigates its social media game. The company’s Facebook handle was created on March 29, 2013, but there are no posts visible to its 15 million followers. The only changes that keep getting made to the account are the banner photos. On X/Twitter, Apple has 9.9 million followers but, once again, zero posts. Everything changes when it comes to Instagram where the company has over 1,200 posts for its 32.2 million followers. Most of the posts celebrate the output of the iPhone camera. The company’s TikTok account is also active and it shares Apple product tips.
What’s interesting is that Apple advertises heavily on X and there was a spat led by Elon Musk in 2022 but things were soon patched up.
Apple has been quiet on alternative platforms like Mastodon, where only Phil Schiller, Apple Fellow and longtime marketing chief, maintains a personal presence.
Where Apple scores points is on YouTube where it posts advertisements, short films and much more. The company has over 20 million followers on the platform.
It’s ironic to find that many people buying iPhones use the device to put out content on social media with the hashtag #shotoniphone but the company is not too concerned about putting out content on most platforms.