"X will connect us all in ways we’re just beginning to imagine."
Elon Musk’s plan to build an “everything app” is underway, changing Twitter’s brand and logo from its famous blue bird to ‘X’.
A new white X on a black background has replaced the blue bird on the social network’s desktop version. But it is yet to appear on the mobile app.
According to Mr Musk, tweets will also be replaced and posts will be called “x’s”.
This has led to #RIPTwitter and #TwitterX to trend on the platform.
After rebranding Twitter to X, Elon Musk has encouraged users to rethink the “whole concept” of what the platform is.
Before buying Twitter in October 2022, Mr Musk said that buying the site was an “accelerant” to creating a super app similar to China’s WeChat, India’s Paytm and Indonesia’s GoJek.
These apps allow users to make posts, send and receive payments, watch and listen to content, and even access services like booking taxis or ordering food deliveries.
Earlier in July 2023, Mr Musk reportedly secured money-transmitting licenses in three US states, suggesting it is already preparing to become a payments business.
Twitter chief executive Linda Yaccarino detailed:
“X is the future state of unlimited interactivity – centred in audio, video, messaging, payments/banking – creating a global marketplace for ideas, goods, services, and opportunities.
“Powered by AI, X will connect us all in ways we’re just beginning to imagine.
“For years, fans and critics alike have pushed Twitter to dream bigger, to innovate faster, and to fulfil our great potential.
“X will do that and more. We’ve already started to see X take shape over the past 8 months through our rapid feature launches, but we’re just getting started.”
Shortly before his Twitter takeover, Mr Musk tweeted:
“Twitter probably accelerates X by three to five years, but I could be wrong.”
Since 2020, the billionaire has had access to the X.com domain.
Before rebranding Twitter, the website simply showed the letter ‘X’, but now redirects to Twitter.com.
Earlier in 2023, Twitter’s business name changed to X Corp to align with Mr Musk’s “everything app” vision. However, social media experts have questioned whether such a concept could ever work outside of Asia.
Industry commentator Matt Navarra said:
“I’ll believe it when I see it.
“Super apps, as they are known in the industry, are not a new thing.
“They’ve been hugely successful in Asia, but have not really caught on elsewhere.”
“Could Twitter form part of a super app that lets you buy goods, chat to friends, get news updates, book a taxi etc.? Sure. Can Elon Musk make it work? Possibly. Will Elon actually do it? Who knows. He seems to have commitment issues.”
Others are concerned that ditching the Twitter brand and bird logo could further damage the platform’s reputation.
Mike Proulx, a research director at advisory firm Forrester, said:
“By changing Twitter’s app name, Elon Musk will have single-handedly wiped out over fifteen years of a brand name that has secured its place in our cultural lexicon.
“This is an extremely risky move because with ‘X,’ Musk is essentially starting over while its competition is afoot.”