Elon Musk’s tumultuous month atop Twitter Inc. has already included firing most of the company’s employees, tinkering with key features and restoring banned accounts. Now he’s embarking on what could be his riskiest gambit yet: a war with Apple Inc.
The billionaire attacked the iPhone maker with a flurry of tweets Monday, saying the company had cut its Twitter advertising and threatened to bump the social network from Apple’s app store. He asked whether Apple hated free speech, criticized its app fees and even pondered whether the tech giant might go after another of his companies, Tesla Inc.
But the billionaire has some leverage of his own. In portraying his struggles as a fight for free speech, he can rally his millions of fans. And his disdain for Apple’s app store fees are shared by software developers, lawmakers and regulators around the world, giving him a potential advantage. The overall online ad market is in a slump, but marketers are particularly wary about Twitter over fears that it’s becoming more chaotic. Since the takeover, Musk has cut thousands of jobs at Twitter, fueling concerns that the platform won’t be able to combat hate speech and misinformation. A new approach to verifying accounts also opened the door to trolls impersonating major brands, as well as Musk himself.
Earlier this month, longtime Apple executive Phil Schiller, who oversees the app store, deleted his Twitter account. The timing raised eyebrows. It was shortly after Musk reinstated the account of former President Donald Trump, who had been booted from the platform in the wake of the attack on the US Capitol in January 2021.
Musk, who also runs Tesla and SpaceX, has said that his mission at Twitter is maximizing free speech. He frequently uses his personal account, which has more than 119 million followers, to criticize perceived adversaries and the mainstream media.
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