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Elon Musk is finally buying Twitter, promising – or to some, threatening – sweeping changes for one of the world’s biggest social media platforms.

With a self-proclaimed remit to ensure everyone’s timeline becomes the ultimate home of free speech, and a vague long-term goal to transform it into “X, the everything app”, the billionaire is taking a hands-on approach.

Sky News takes a look at what it might mean for the future of the platform, and whether users should be hopeful or concerned about what is to come.

The first step to ‘the everything app’

Musk has spoken repeatedly about a “super app”, which he has tentatively dubbed “X”.

Whether that is what Twitter becomes, or a larger platform his new purchase forms part of, is uncertain – but it has drawn comparisons with China’s WeChat, which combines familiar features like messaging, a marketplace, and public Twitter-style posts into one place.

“He has that kind of thinking,” Michael Vlismas, author of Musk biography Risking It All, told Sky News.

“While most people would get bogged down with the details and start their plan there, Elon Musk tends to go straight past all of that and start with the big idea and deal with the issues coming down the line.

“In my mind, it would be the first step on another two, three or four-point plan for where it fits into the next thing he wants to do.”

For Musk’s critics, the vagueness of “the everything app” speaks to a man who does not have a real plan.

Jason Goldman, a member of Twitter’s founding team and ex-board member, believes that lack of clear strategy is exactly why he tried to pull out of the deal.

“He hasn’t put forward a serious plan about what he wants to do with the platform,” he told Sky News.

“He wants to defeat the bots, it’s about free speech, it’s all very hand-wavey.”

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Musk wants an ‘inclusive’ Twitter

A ‘Wild West’ for free speech

Musk has described himself as a “free speech absolutist”.

He views Twitter’s content moderation as too heavy-handed and has criticised the decision to ban prominent but controversial individuals like Donald Trump.

Experts have warned that the world’s richest man’s loose stance on moderation could be a route for the service’s “very worst” trolls to thrive, turning Twitter into a “Wild West” where anything goes.

Mr Goldman, who was the White House’s first chief digital officer under former president Barack Obama, said: “Free speech is a tremendously important principle, anyone running an internet platform should start by embracing that principle.

“The issue is that Elon doesn’t really care about that – he wants there to be more voices on the platform that cohere with his particular political views.”

Musk – who has been criticised for recent tweets regarding Ukraine and Taiwan – says Twitter’s free speech approach will be based on the laws of individual countries, which experts warn will empower authoritarian regimes.

“In the UK, we have rights that protect our opinions,” said Amelia Sordell, founder of brand agency Klowt.

“What about the countries whose laws prevent free speech? If Twitter abides by country law, those people will have fewer rights, not more.”

Pro-Trump protesters clash with Capitol police at a rally to contest the certification of the 2020 U.S. presidential election results by the U.S. Congress, at the U.S. Capitol Building in Washington, U.S, January 6, 2021. REUTERS/Shannon Stapleton TPX IMAGES OF THE DAY
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Donald Trump was banned from Twitter following the Capitol riots in January 2021

Potential returns for controversial voices

Mr Trump fell foul of Twitter’s rules when deemed to have used his account to incite the US Capitol riots.

It was a high-profile intervention, matched on other platforms like Facebook, which came after years of social media companies being criticised for not doing enough to crack down on dangerous content.

Musk’s approach to free speech and reports of job cuts at Twitter have driven concerns about moderation moving forward.

“Elon clearly doesn’t value that work,” warned Mr Goldman.

“What that means is that there is going to be a real glut of people at the company who know how those protections are enforced and how they work, and that exposes everyone to more danger.

“And not just from ‘mean tweets’, but leaks of user privacy, the exposure of dissidents in authoritarian countries, things with real-world consequences.”

Since Mr Trump’s ban, he has since launched his own platform, Truth Social, promising a safe space for users to “share your unique opinion”.

What about Kanye West? He made a brief return to Twitter earlier this month to complain about being banned from Instagram for an allegedly antisemitic post.

“Welcome back to Twitter, my friend,” Musk said to West, before the rapper was promptly banned from there too.

West has since bought Parler, which pitches itself as being “dedicated to freedom of expression”.

Sound familiar?

Rapper Kanye West shows President Donald Trump a picture on his mobile phone of what he described as a hydrogen powered airplane that should replace Air Force One during a meeting in the Oval Office at the White House in Washington, U.S., October 11, 2018. REUTERS/Kevin Lamarque
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Kanye West and the former president have their own ‘free speech’ social media apps

New ways to pay

Twitter is extremely reliant on advertising – it partly blamed a slowdown in the industry for its poor financial results earlier this summer.

A solution, Musk believes, is to come up with a premium experience that some users will pay for – like a new verification marker.

Mr Goldman believes there is space for more premium features for Twitter’s “power users”, but warns Musk’s moderation stance risks alienating those most likely to pay up.

“The problem is those power users aren’t going to want to be on a platform, nor are advertisers, where discourse is looking more hostile […] and all of these user safety issues become more foregrounded,” he says.

“The real issue that surfaces with subscriptions is access,” adds Aaron Green, director of media and connections at R/GA London.

“Many users may not be able to afford a paid model, risking a loss of its current user base.”

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How Musk could change Twitter

Already it is clear that by buying Twitter, Elon Musk is putting an awful lot on his own plate.

Should his ambitions for Twitter match those he has for his other firms (from humanoid robots to life in space), the potential for change – for better or for worse – is certainly sizeable.

“SpaceX started with the grand idea of Mars and let’s colonise Mars – the impossible idea, but it produced this groundswell of support and interest and enthusiasm around space again,” says Musk biographer Mr Vlismas.

“Mars might never be the realisation, but it was the catalyst to form a very effective SpaceX.

“I think Twitter will be a very different space, but will it be a better place as a platform for humanity in the way Elon Musk wants? I think that’s the social media Mars at the moment.

“But on the way to maybe getting to that, I certainly think he will come up with some novel ideas.”

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Trump announces yet more tariffs and praises ‘significant step’ from Apple

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Trump announces yet more tariffs and praises 'significant step' from Apple

Donald Trump has announced 100% tariffs on computer chips and semiconductors made outside the US.

The move threatens to increase the cost of electronics made outside the US, which covers everything from TVs and video game consoles to kitchen appliances and cars.

The announcement came as Apple chief executive Tim Cook said his company would invest an extra $100bn (£74.9bn) in US manufacturing.

Soon, all smartwatch and iPhone glass around the world will be made in Kentucky, according to Mr Cook, speaking from the Oval Office.

“This is a significant step toward the ultimate goal of ensuring that iPhones sold in the United States of America are also made in America,” said Mr Trump.

“Today’s announcement is one of the largest commitments in what has become among the greatest investment booms in our nation’s history.”

Mr Cook also presented the president with a one-of-a-kind trophy made by Apple in the US.

Trump seen through the trophy given to him by Tim Cook. Pic: AP
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Trump seen through the trophy given to him by Tim Cook. Pic: AP

Trump’s tariffs hit India hard

Mr Trump has previously criticised Mr Cook and Apple after the company attempted to avoid his tariffs by shifting iPhone production from China to India.

The president said he had a “little problem” with Apple and said he’d told Mr Cook: “I don’t want you building in India.”

India itself felt Mr Trump’s wrath on Wednesday, as he issued an executive order hitting the country with an additional 25% tariff for its continued purchasing of Russian oil.

Indian imports into the US will face a 50% tariff from 27 August as a result of the move, as the president seeks to increase the pressure on Russia to end the war in Ukraine.

Mr Trump told reporters at the White House he “could” also hit China with more tariffs.

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Apple’s ‘olive branch’

Apple, meanwhile, plans to hire 20,000 people in the US to support its extra manufacturing in the country, which will total $600bn (around £449bn) worth of investment over four years.

The “vast majority” of those jobs will be focused on a new end-to-end US silicon production line, research and development, software development, and artificial intelligence, according to the company.

Apple’s investment in the US caused the company’s stock price to hike by nearly 6% in Wednesday’s midday trading.

The rise may reflect relief by investors that Mr Cook “is extending an olive branch” to Mr Trump, said Nancy Tengler, chief executive of money manager Laffer Tengler Investments, which owns Apple stock.

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Primark-owner ABF gets Hovis deal oven-ready

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Primark-owner ABF gets Hovis deal oven-ready

The London-listed parent of Primark was on Wednesday applying the finishing touches to a landmark transaction that will unite the Hovis and Kingsmill bread brands under common ownership.

Sky News understands that a deal for Associated British Foods (ABF) to acquire Hovis from private equity firm Endless is likely to be announced by the end of the week.

The timetable remains subject to delay, banking sources cautioned on Wednesday.

The deal, which will see ABF paying about £75m to buy 135 year-old Hovis, is likely to trigger a lengthy review by competition regulators given that it will bring together the second- and third-largest suppliers of packaged bread to Britain’s major supermarkets.

ABF owns Kingsmill’s immediate parent, Allied Bakeries, which has struggled in recent years amid persistent price inflation, changing consumer preferences and competition from larger rival Warburtons as well as new entrants to the market.

Confirmation of the tie-up will come three months after Sky News revealed that ABF and Endless – Hovis’s owner since 2020 – were in discussions.

Industry sources have estimated that a combined group could benefit from up to £50m of annual cost savings from a merger.

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Allied Bakeries was founded in 1935 by Willard Garfield Weston, part of the family which continues to control ABF, while Hovis traces its history even further, having been created in 1890 when Herbert Grime scooped a £25 prize for coming up with the name Hovis, which was derived from the Latin ‘Hominis Vis’ – meaning ‘strength of man”.

The overall UK bakery market is estimated to be worth about £5bn in annual sales, with the equivalent of 11m loaves being sold each day.

Critical to the prospects of a merger of Allied Bakeries, which also owns the Sunblest and Allinson’s bread brands, and Hovis taking place will be the view of the Competition and Markets Authority (CMA) at a time when economic regulators are under intense pressure from the government to support growth.

Warburtons, the family-owned business which is the largest bakery group in Britain, is estimated to have a 34% share of the branded wrapped sliced bread sector, with Hovis on 24% and Allied on 17%.

A merger of Hovis and Kingsmill would give the combined group the largest share of that segment of the market, although one source said Warburtons’ overall turnover would remain higher because of the breadth of its product range.

Responding to Sky News’ report in May of the talks, ABF said: “Allied Bakeries continues to face a very challenging market.

“We are evaluating strategic options for Allied Bakeries against this backdrop and we remain committed to increasing long-term shareholder value.”

Prior to its ownership by Endless, Hovis was owned by Mr Kipling-maker Premier Foods and the Gores family.

At the time of the most recent takeover, High Wycombe-based Hovis employed about 2,700 people and operated eight bakery sites, as well as its own flour mill.

Hovis’s current chief executive, Jon Jenkins, is a former boss of Allied Milling and Baking.

ABF declined to comment, while neither Endless nor Hovis could be reached for comment.

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Chancellor warned ‘substantial tax rises’ needed – as she faces ‘impossible trilemma’

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Chancellor warned 'substantial tax rises' needed - as she faces 'impossible trilemma'

Rachel Reeves will need to find more than £40bn of tax rises or spending cuts in the autumn budget to meet her fiscal rules, a leading research institute has warned.

The National Institute of Economic and Social Research (NIESR) said the government would miss its rule, which stipulates that day to day spending should be covered by tax receipts, by £41.2bn in the fiscal year 2029-30.

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In its latest UK economic outlook, NIESR said: “This shortfall significantly increases the pressure on the chancellor to introduce substantial tax rises in the upcoming autumn budget if she hopes to remain compliant with her fiscal rules.”

The deteriorating fiscal picture was blamed on poor economic growth, higher than expected borrowing and a reversal in welfare cuts that could have saved the government £6.25bn.

Together they have created an “impossible trilemma”, NIESR said, with the chancellor simultaneously bound to her fiscal rules, spending commitments, and manifesto pledges that oppose tax hikes.

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Could the rich be taxed to fill black hole?

Reeves told to consider replacing council tax

The institute urged the government to build a larger fiscal buffer through moderate but sustained tax rises.

“This will help allay bond market fears about fiscal sustainability, which may in turn reduce borrowing costs,” it said.

“It will also help to reduce policy uncertainty, which can hit both business and consumer confidence.”

It said that money could be raised by reforms to council tax bands or, in a more radical approach, by replacing the whole council tax system with a land value tax.

To reduce spending pressures, NIESR called for a greater focus on reducing economic inactivity, which could bring down welfare spending.

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What’s the deal with wealth taxes?

Growth to remain sluggish

The report was released against the backdrop of poor growth, with the chancellor struggling to ignite the economy after two months of declining GDP.

The institute is forecasting modest economic growth of 1.3% in 2025 and 1.2% in 2026. That means Britain will rank mid-table among the G7 group of advanced economies.

‘Things are not looking good’

However, inflation is likely to remain persistent, with the consumer price index (CPI) likely to hit 3.5% in 2025 and around 3% by mid-2026. NIESR blamed sustained wage growth and higher government spending.

It said the Bank of England would cut interest rates twice this year and again at the beginning of next year, taking the rate from 4.25% to 3.5%.

Persistent inflation is also weighing on living standards: the poorest 10% of UK households saw their living standards fall by 1.3% in 2024-25 compared to the previous year, NIESR said. They are now 10% worse off than they were before the pandemic.

Professor Stephen Millard, deputy director for macroeconomics at NIESR, said the government faced tough choices ahead: “With growth at only 1.3% and inflation above target, things are not looking good for the chancellor, who will need to either raise taxes or reduce spending or both in the October budget.”

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