SHHH!

Against its nature, Apple may be warming up to the idea of opening up

Obsession
Messaging
Obsession
Messaging

Apple historically has been a company that likes secrets. Scientists can’t publicly reveal their research, and prototypes under development are laser marked and tracked—iPad developers had to physically chain the iPads-in-progress to their desks. While much remains under the covers at its dark (manufacturing) side, Tim Cook’s Apple looks ready to have a conversation with its consumers.

Apple’s dormant Twitter account today (Sept. 2) showed its first signs of life since its inception in 2011. The standard egg avatar was swapped out for the brand’s logo and the bokeh from a recent event invite served as the background. The account even had a new blue tick for verified accounts.

However, there’s been no activity. The page reads: “@Apple hasn’t tweeted yet.” Does that mean Apple is waiting to live tweet updates when it releases the next-gen iPhones and more in less than a week? The company did not immediately respond to Quartz’s request for comment.

Since Cook has held the reins, the company has given consumers more insight into the brand and its products. It isn’t as draconian about curbing leaks, and top executives have given more media interviews. Ahead of the latest launch, the Cupertino giant started cleaning house with the App Store, making it harder for publishers to game app search—another step in making the Apple experience smoother for users.

Adding to the small nuggets of information making their way online, Apple also launched a series dubbed “Apple Originals” in the company news section on its website. These mini articles with screenshots detail updates to Siri that will let her call you a cab, find your best selfie, or transfer money via third-party apps. By posting its own news, the company ensures it remains in control of the narrative while softening its stance on secrecy.

home our picks popular latest obsessions search