Apple has officially joined Threads, Meta’s social platform, after over two years since the app initially went live. The tech giant now has a verified @apple handle, but yet to be heard from, the account is as yet totally quiet.
4.8 million followers, zero posts
Apple’s Threads account, which popped up recently with little ado, has already gained 4.8 million followers. That isn’t surprising, given its huge following on Instagram—Threads automatically transfers followers from Instagram accounts.
Even though the account has so many followers, it hasn’t posted even a single message. Apple has provided no reason for why it decided to join the service now or if it will use it at all.
A pattern of selective social media use
If you keep up with Apple online, this pattern won’t surprise you. The company has been picky about the way it participates on social media.
Apple may claim the @apple handle on X (formerly Twitter), but doesn’t use it to make announcements or interact with users. It is mostly reserved for paid advertising. So is Apple’s verified Facebook page, which has sat dormant for years.
But Apple is more engaged on visually-oriented channels. Its @apple Instagram handle hosts the favored “Shot on iPhone” initiative, which frequently includes fan-submitted photos and videos. On TikTok, Apple posts product hacks, feature highlights, and the occasional marketing piece for younger crowds.
So why Threads—and why now?
That’s the question nobody can answer. Apple has said nothing publicly, so there’s no word from the company on what it plans to do with the account.
A few experts believe it might simply be a bid to claim the @apple username as the service expands. Others wonder if Apple is reserving its options as Threads keeps building momentum, particularly among users who are searching for a less frenetic, discussion-oriented alternative to X.
Regardless, it seems at present that Apple’s Threads account is merely that—an account. No posting, no statements, simply an unobtrusive debut.