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Elon Musk has unveiled a rebranding of Twitter with a large X logo.

The company’s chief executive Linda Yaccarino appeared to confirm the change by posting an image of the icon beamed on the side of its headquarters in San Francisco, California.

“Lights. Camera. X!” she wrote.

Musk also later posted an image of the logo on the company’s HQ – and when asked what tweets would now be called, he said: “x’s”.

Asked about the new name for retweet, when someone reposts someone’s tweet on to their timeline, he said: “That whole concept should be rethought.”

It comes after the world’s richest man spent the weekend teasing an imminent rebranding of the social media platform he bought last October for $44bn (£38bn).

The official company name, Twitter Inc, had already been changed to X Corp back in April.

‘The everything app’

Musk has long spoken of his desire to launch “X, the everything app”, even before purchasing Twitter.

He has previously compared his plan with China’s WeChat, which combines familiar features like messaging, payments, a marketplace, and public posts into one place.

Ms Yaccarino appeared to confirm that was the strategy on Sunday.

“X is the future of unlimited interactivity,” she said, centred on “audio, video, messaging, payments/banking” and “powered by AI”.

Musk launched his own artificial intelligence start-up earlier this year, dubbed xAI, which would work with his existing companies – including Tesla and Twitter.

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FILE PHOTO: Elon Musk, Chief Executive Officer of SpaceX and Tesla and owner of Twitter, gestures as he attends the Viva Technology conference dedicated to innovation and startups at the Porte de Versailles exhibition centre in Paris, France, June 16, 2023. REUTERS/Gonzalo Fuentes/File Photo
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Elon Musk bought Twitter last October

Twitter under Elon Musk

The rebranding of Twitter marks the biggest change to the platform since Musk began his tumultuous tenure.

Among the changes have been sacking thousands of staff, locking verification checkmarks behind a paywall, reinstating banned accounts like those of Andrew Tate and Donald Trump, and applying reading limits.

His loose stance on moderation has contributed to Twitter losing almost half of its advertising revenue since he purchased the company. Musk revealed last week the firm wasn’t profitable and was in “heavy debt”.

Combined, his policies have also prompted some of the platform’s 360-400 million users to try alternatives like Bluesky – backed by former Twitter boss Jack Dorsey – and Mastodon.

Meta‘s Threads app is proving the biggest threat. It became the fastest growing app in history when it launched earlier this month, amassing 100 million users in five days.

Its tougher stance on moderation has proved appealing, but the app lacks key features like the ability to search for specific topics, hashtags, and the option to tailor your timeline to just people you follow.

Its brazen similarity to Twitter has irked Musk, who has since posted several derogatory comments about Meta’s billionaire owner Mark Zuckerberg and even threatened to sue.

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Donald Trump’s tariffs will have consequences for globalisation, the US economy and geopolitics

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Donald Trump's tariffs will have consequences for globalisation, the US economy and geopolitics

For decades, trade and trade policy has been an economic and political backwater – decidedly boring, seemingly uncontroversial. 

Trade was mostly free and getting freer, tariffs were getting lower and lower, and the world was becoming more, not less, globalised.

But alongside those long-term trends, there were some serious consequences.

Trump latest: US president announces sweeping global trade tariffs

Mature, developed economies like the UK and US became ever more reliant on cheap imports from China and, in the process, saw their manufacturing sectors shrink.

Large swathes of the rust belt in the US – and much of the Midlands and North of England – were hollowed out.

And to some extent that’s where the story of Donald Trump’s “Liberation Day” really began – with the notion that free trade and globalisation had a darker side, a side he wants to remedy via tariffs.

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He imposed a set of tariffs in his first term, some on China, some on specific materials like steel and aluminium. But the height and the breadth of those tariffs were as nothing compared with the ones we have just heard about.

Not since the 1930s has the US so radically increased the level of tariffs on all nations across the world. Back then, those tariffs exacerbated the Great Depression.

It’s anyone’s guess as to what the consequences of these ones will be. But there will be consequences.

Consequences for the nature of globalisation, consequences for the US economy (tariffs are exceptionally inflationary), consequences for geopolitics.

President Trump with his list of tariffs for various countries. Pic: Reuters
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Imports from the UK will face a 10% tariff, while EU goods will see 20% rates. Pic: Reuters

And to some extent, merely knowing that little bit more about the White House’s plans will deliver a bit of relief to financial markets, which have fretted for months about the imposition of tariffs. That uncertainty recently reached unprecedented levels.

But don’t for a moment assume that this saga is over. Nothing of the sort. In the coming days, we will learn more – more about the nuts and bolts of these policies, more about the retaliatory measures coming from other countries.

We will, possibly, get more of a sense about whether some countries – including the UK – will enjoy reprieves from the tariffs.

To paraphrase Churchill, this isn’t the end of the trade war, or even the beginning of the end – perhaps just the end of the beginning.

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‘A genius actor’, ‘firecracker’, and ‘my friend’: Tributes paid to Top Gun star Val Kilmer

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'A genius actor', 'firecracker', and 'my friend': Tributes paid to Top Gun star Val Kilmer

Actors, directors and celebrity friends have paid tribute to Val Kilmer, after he died aged 65.

The California-born star of Top Gun, Batman and Heat died of pneumonia on Tuesday night in Los Angeles, his daughter Mercedes told the Associated Press.

She said Kilmer was diagnosed with throat cancer in 2014 but later recovered.

Tributes flooded in after reports broke of the actor’s death, with No Country For Old Men star Josh Brolin among the first to share their memories.

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Watch: Val Kilmer in his most iconic roles

He wrote on Instagram: “See ya, pal. I’m going to miss you. You were a smart, challenging, brave, uber-creative firecracker. There’s not a lot left of those.

“I hope to see you up there in the heavens when I eventually get there. Until then, amazing memories, lovely thoughts.”

Kyle Maclachlan, who co-starred with Kilmer in the 1991 biopic The Doors, wrote on social media: “You’ll always be my Jim. See you on the other side my friend.”

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Michael Mann, who directed Kilmer in 1995’s Heat, also paid tribute in a statement, saying: “I always marvelled at the range, the brilliant variability within the powerful current of Val’s possessing and expressing character.

“After so many years of Val battling disease and maintaining his spirit, this is tremendously sad news.”

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Heat co-star Danny Trejo also called Kilmer “a great actor, a wonderful person, and a dear friend of mine” on Instagram.

Cher, who once dated the actor, said on X that “U Were Funny, crazy, pain in the ass, GREAT FRIEND… BRILLIANT as Mark Twain, BRAVE here during ur sickness”.

Lifelong friend and director of Twixt, Francis Ford Coppola said: “Val Kilmer was the most talented actor when in his High School, and that talent only grew greater throughout his life.

“He was a wonderful person to work with and a joy to know – I will always remember him.”

The Top Gun account on X also said it was remembering Kilmer, who starred as Iceman in both the 1986 original and 2022 sequel, and “whose indelible cinematic mark spanned genres and generations”.

Nicolas Cage added that “I always liked Val and am sad to hear of his passing”.

“I thought he was a genius actor,” he said. “I enjoyed working with him on Bad Lieutenant and I admired his commitment and sense of humor.

“He should have won the Oscar for The Doors.”

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Elon Musk calls reports he will step back from government role ‘fake news’

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Elon Musk calls reports he will step back from government role 'fake news'

Elon Musk has called reports that he will leave his government role in the coming months “fake news”.

A senior White House official previously told NBC News, Sky’s US partner network, that Donald Trump had discussed the Tesla and X boss transitioning back to the private sector at a cabinet meeting last month.

Donald Trump walks with Elon Musk before attending a viewing of the launch of the sixth test flight of the SpaceX Starship rocket, in Brownsville, Texas, U.S., November 19, 2024 . Brandon Bell/Pool via REUTERS TPX IMAGES OF THE DAY
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The Tesla boss has headed DOGE since 20 January. File pic: Reuters

After reports emerged of the meeting, White House press secretary Karoline Leavitt said it was “garbage” and added: “Elon Musk and President Trump have both publicly stated that Elon will depart from public service as a special government employee when his incredible work at DOGE is complete.”

Mr Musk added in response on X: “Yeah, fake news.”

NBC News reported that the official said Mr Musk would leave at the end of his 130 days as a special government employee.

That would be 30 May, but it is unclear if the billionaire businessman will indeed leave on that date.

Previously, the White House said that as a temporary organisation, the Department of Government Efficiency (DOGE) would be terminated on 4 July next year – the 250th anniversary of the US.

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It comes days after Mr Musk said some members of his DOGE team were getting death threats on a daily basis.

Mr Musk had drawn criticism over his efforts to downsize the US federal government.

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‘Elon Musk has got to go’

In just weeks, entire agencies were dismantled, and tens of thousands of workers from the 2.3 million federal workforce have been fired or have agreed to leave their jobs.

A number of lawsuits were filed in state and federal courts over cuts recommended by DOGE.

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