Apple Joins Threads – But Will It Post?

Apple has officially joined Meta’s Threads platform, nearly two years after its launch. The tech giant now holds the @apple handle and sports a verified badge, but as of now, hasn’t shared a single post. Despite the silence, the account has already amassed a massive 4.8 million followers—thanks to its existing Instagram following, which Threads automatically connects.

Apple’s Social Media Strategy: A Pattern of Silence

Apple’s behavior on Threads mirrors its approach on other platforms. The company has long maintained an official X (formerly Twitter) account with nearly 10 million followers, yet it has never made a public post. The same story plays out on Facebook, where Apple created an account back in 2013 and has 15 million followers, but no content is visible.

So far, Apple’s only consistently active social media channels are Instagram and TikTok. On Instagram, the company has over 1,200 posts—mostly focused on its long-running “Shot on iPhone” campaign. Its TikTok account is similarly lively, sharing product tips and short videos that showcase Apple devices.

Subsidiary Brands and Platforms

Interestingly, Apple has allowed other brands under its umbrella—such as Apple Music, Apple News, Apple Books, Shazam, and Beats by Dre—to maintain active Threads accounts since 2023. The main Apple account, however, only made its debut recently.

Apple also maintains a robust presence on YouTube, where it regularly posts product ads, short films, event recaps, and promotional content. With over 20 million subscribers, it's one of Apple’s most actively used platforms.

What’s Next for Apple on Threads?

It remains unclear whether Apple plans to start posting on Threads anytime soon. The company has historically used its main social accounts primarily for advertising, while reserving its content strategy for select platforms. Threads may simply be a placeholder for now—claiming the handle to prevent impersonation—or it could become Apple’s next active channel.

For now, Apple fans will have to wait and see whether the company breaks its posting silence on Threads.