Upon taking the CEO helm last month, John Ternus began tweeting on X . He tweeted “ hello ”, posted an iPhone event eve teaser and then a promo video for the new products, celebrated Apple’s plethora of wins at the Emmys and launch day on Fifth Avenue , and commemorated the anniversary of Steve Jobs’s death .

X is the only place these posts go. Same for Greg Joswiak’s account . Lighthearted stuff too, like Cook “introducing” Ternus to Pikachu back in August . You may not like it that X has re-found its footing under Elon Musk’s ownership, but it has. I’m citing Apple executives here but they’re far from alone. There are hundreds of interesting people and accounts I follow that post on X very regularly and do not post anywhere else at all. As a word nerd I love Merriam-Webster’s account — fun, clever, smart posts every day. That’s just one example among hundreds. Here’s another .…