Apple Inc. AAPL has discontinued its customer support on Elon Musk’s social media platform, X (formerly Twitter), raising questions about the accessibility of assistance for iPhone users.
What Happened: In August this year, it was reported that Apple plans to eliminate about 150 social media support advisor roles responsible for assisting customers on platforms like X, YouTube, and the Apple Support Community forums.
The transition officially took effect earlier this week, as reflected in Apple Support’s profile change from “available every day to answer your questions” to “we’re here to provide tips, tricks, and helpful information when you need it most.”
When attempting to send a direct message to the Apple Support account on X, users now receive instructions to visit Apple’s general support page on its official website.
Simply put, the once-responsive account offers an automated response to all customer inquiries.
For example, when questioned about an issue with an iPhone 15, Apple support responded, “Thanks for contacting us. We can help, but to provide the best support, we’d like to continue in another support channel,” along with a link to Apple’s support page.
Moreover, Apple’s decision means the end of individual assistance for customers who mention the company in their posts. Instead of directing users to engage privately, Apple Support redirects them to its official website for further assistance.
This development was first spotted by MacRumors.
Why It’s Important: While customer assistance on YouTube comments sections has also been halted, support on the Apple Support forum will continue “temporarily” as the company transitions to offering over-the-phone help, according to MacRumors.
For the unversed, Cupertino has been providing customer support through Twitter (now X) since 2016. The company rationalized this decision to halt this support by pointing to customers’ preference for assistance over the phone.
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