Apple has arrived at the Threads party as new platform nears 100 million users

Threads are on the verge of crossing 100 million users over the course of four days. Among these users? 9to5Mac websites and staffa bunch of celebrities and Wendy’s, and now a handful of accounts from Apple.

The real “moment” for Threads, in my opinion, would be Apple veteran Phil Schiller joining the platform.

The greatest Apple senior vice president of marketing ever, also in my opinion, famously deleted his Instagram account when the iPhone-only app slapped some awesome filters to accommodate Android phones. Threads require an Instagram account.

Schiller also nuked his Twitter account when everything started to go south there, but he appeared again online with a new Mastodon account.

As far as I know, Apple branded accounts are everywhere except Mastodon. Everywhere for Apple now includes many more Threads accounts than it started with three days ago.

Apple News had first arrived at the Thread Festival. Since then we have seen new accounts for Apple Books, Apple Music, Shazamand Beats by Dre sign up for the new social platform.

More will probably appear in no time. Joining threads is very easy if you already have an Instagram account. Apple has a large presence on Instagram, including accounts for Apple, Apple TV and Apple Fitness+. So far, Beats has posted. The others are placeholders for now.

Why does it matter? It shows Apple’s commitment to the brand new Twitter-like platform, especially since the company hasn’t endorsed Mastodon in the same way. For Threads, it also shows how mainstream the old service is becoming (in case the 100 million users weren’t proof enough).

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