In May, Elon Musk made a subtle but significant change to Twitter’s home page. The prompt that once read “What’s happening?” was altered to “What is happening?!” under Musk’s influence. This change perfectly captures the chaotic and puzzling nature of the platform under its new leadership.
Recently, Musk decided to rebrand Twitter entirely, erasing 17 years of brand awareness. The platform is now known as X. This sudden shift in direction raises the question of what exactly is happening with Twitter (X?).
There are three possible answers to that question. First, Musk may be aiming to create the “Internet of Elon.” In a tweet last October, he mentioned that buying Twitter would accelerate the creation of X, an all-in-one app. Similar super apps already exist and are popular in other parts of the world. X would encompass various functionalities like payment processing, ride-sharing, news, communication, and commerce. Essentially, it would be a one-stop-shop within Musk’s own ecosystem. Musk even mentioned that China’s WeChat served as a model for X. The goal is to have millions of people using X for their daily activities instead of engaging in divisive political discussions. However, achieving this requires building a secure payment platform, obtaining regulatory licenses, and securing partnerships with businesses.
Second, X might simply be a desperate attempt to salvage the platform. Musk’s leadership has been tumultuous, with the platform experiencing declining traffic and an increase in spam and controversial content. To convince users that X is the right choice, Musk will need to overcome the cognitive dissonance created by his struggles with Twitter so far.
The third explanation for X is that it serves as a way for Musk to restore his reputation. Musk is known for his visionary approach to innovation, and his acquisition of Twitter was marketed as an opportunity to solve the challenges of free speech and make it a global town square. With X, Musk can essentially start over and shape the internet according to his vision.
However, some speculate that X is nothing more than a rebrand without substance. The descriptions provided by Musk and Twitter CEO Linda Yaccarino contain corporate buzzwords that lack concrete details. It’s unclear how X will deliver on its promises of unlimited interactivity and AI-powered features.
Ultimately, only time will tell what truly lies ahead for X. Whether it becomes a revolutionary super app or fades into obscurity as pseudoware remains to be seen. But one thing is for sure, Musk has a lot to prove with this ambitious venture.
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