Two years after Meta launched Threads as an alternative to X (formerly Twitter), Apple has finally activated its official account on the platform. Despite having not yet posted any content, Apple’s Threads debut immediately attracted significant attention, gaining nearly 5 million followers the moment it went live.
This rapid follower growth can be attributed to Threads’ auto-follow feature, which automatically links Instagram followers to corresponding Threads accounts. Given Apple’s large presence on Instagram, where it has over 34 million followers, the instant jump to 4.8 million followers on Threads was unsurprising.
Apple’s entry comes after several of its brand accounts joined Threads shortly after the platform’s mid-2023 launch. Accounts for Apple Music, Apple News, Apple Books, Shazam, and Beats by Dre were among the first to establish a presence. However, the main @apple account remained absent until now.
The move is notable within the broader context of Apple’s social media strategy. The company has maintained a strong presence on X, where it has nearly 10 million followers and uses the platform for event promotions, advertisements, and product launches. Its consistent use of X has also drawn criticism in recent years, particularly given the platform’s evolving moderation policies and public controversies. Apple has shown minimal engagement on alternative networks like Mastodon, where only Phil Schiller, Apple Fellow and former marketing chief, maintains a personal presence.
Apple’s arrival on Threads does not necessarily indicate an imminent platform shift or a change in its core social media strategy. Many brands have established accounts on emerging platforms only to leave them dormant after initial sign-ups. Whether Apple will actively engage its Threads audience with posts, product updates, or marketing campaigns remains to be seen.
The timing, however, aligns with Meta’s push to establish Threads as a more stable and conversation-driven alternative to X, aiming to move beyond its initial identity as an Instagram companion app. As Threads continues to develop its features to attract and retain major brands and creators, Apple’s quiet entrance signals at least a willingness to participate in a broader social media landscape.
For now, Apple’s Threads account stands empty yet significant—an indicator that while the company is keeping its options open, any substantive engagement will likely depend on how Threads evolves as a platform in the months ahead.
