Apple chief executive officer Phil Schiller has established a personal presence on Threads, Meta’s new social network. Reports from 9to5Mac indicate that the account philipschiller007 is tied to him. In a message to a journalist, Cupertino’s senior manager confirmed the ownership of that profile. In the past, Schiller deleted his Instagram account, a move tied to Meta facing scrutiny in certain regions. To participate in Threads, the service requires an Instagram connection, prompting Schiller to create a fresh profile on the platform.
Schiller previously paused activity on Twitter in November 2022, stepping back after the platform’s owner, Elon Musk, made a controversial decision regarding a high-profile account. The executive began using Twitter in 2008, and over more than a decade, his account gathered tens of thousands of followers. Through Twitter, he commonly highlighted Apple devices, software updates, and services, while also representing Apple at public events and guiding the App Store ecosystem.
Threads is marketed as a counterpart to Twitter, with Zuckerberg positioning it as a space for quick updates and broad discussion. The interface echoes Twitter in layout while incorporating visual elements and authentication linked to Instagram.
Elon Musk has drawn attention in other contexts as well, while Zuckerberg emphasizes different goals for his social platforms as they compete for user attention and engagement. The evolving landscape of social apps continues to shape how executives communicate with customers, investors, and the broader tech community.