Social media has been fragmented since Twitter got X’d and cleared the path for Threads, Bluesky, Mastodon, and others. Still, Apple personalities like Tim Cook still rely on sharing company news, often exclusively, on X. Others seem more fond of Instagram. It’s a lot to follow, especially if you’re off one or more social media networks.
Apple seems to have heard the feedback that it can be rather strange that company news, especially from CEO Tim Cook, can solely exist somewhere like X.
The fix? Rather than try to distribute every Apple executive’s company news to every possible social media feed, Apple has made its own solution.
A new section on Apple’s Newsroom site where it hosts press releases and other media recently added a section called “In the Loop” (sounds familiar).
The section currently includes entries from Deirdre O’Brien, Tim Cook, and Greg “Joz” Joswiak. (The “Joz” is their addition, not mine.) Each executive has their own Memoji avatar too.
So far, the posts simply reflect content that has been shared on social media in places like X. For example, Tim Cook’s recent photo announcement revealing that Ted Lasso season four has started production is included here with the same content from X.
Media can be easily downloaded, posts can be linked to directly, and posts can be shared directly to Facebook and yes, X.
9to5Mac’s Take
This “In the Loop” initiative is a neat idea that can potentially solve a problem for people who don’t want to use X just to see Tim Cook’s Apple announcements.
Its effectiveness depends on a few things. Being able to subscribe to these entries would be useful. Posts here also need to appear in a timely manner without omissions.
The section is new enough that it will take some time before we can really evaluate its utility with any certainty. Still, the idea is smart. All company news should flow through Newsroom, even if it’s a social media-style post and not a full-blown press release.