Elon Musk’s first year of owning Twitter – looking back on a tumultuous timeline
Start with the big idea and deal with any issues down the line.
That was the assessment of Elon Musk biographer Michael Vlismas a year ago when asked how the world’s richest man might go about running Twitter.
The SpaceX owner had just bought the bird app for $44bn (£38bn) with a vague goal of transforming it into an “everything app” called X.
Modelled on China‘s WeChat, it could become your one-stop shop for not just getting into arguments online and posting memes, but video calls, podcasts, and even banking.
All while being an internet town square, committed to free speech, where anyone’s views have as much cache as a celebrity, news outlet, or academic – no matter how controversial.
A noble goal, many would argue.
But as Vlismas had indicated, a plan light on detail. And the execution – from huge lay-offs to putting verification behind subscriptions – has been debatable at best.
“He always has a grand vision, but in this instance the details have been a quagmire for him,” says Vlismas.
“Perhaps it’s showing you can’t be everything to everyone – and that’s the challenge with an ‘everything app’.
“It’s got to be a clear vision in terms of what he wants out of it.”
Elon Musk has brought some big changes to the platform formerly known as Twitter
A tumultuous timeline
Musk’s own Twitter timeline was rarely dull, so perhaps it should come as no surprise that once he ruled the roost, Twitter’s own timeline would follow suit.
His first act (other than carrying a sink into the firm’s San Francisco HQ for the sake of a bad pun) was firing executives and thousands of employees quickly suffered the same fate.
Skittish advertisers, concerned about Musk’s stance on content moderation, helped see revenues fall and within a month even the prospect of bankruptcy was being mooted.
Musk’s flagship attempt to drive up company income was to offer verification ticks as a paid-for benefit in a subscription that has expanded to include features like an edit button and longer posts.
A fake Tony Blair, OJ Simpson, and very naughty Super Mario later, it was clear there were flaws in this plan to allow anyone to pay to add the once-respected blue tick to their account.
According to analysis by research group AMPLYFI, which used AI to judge user sentiment on Twitter over time, the furore was “the initial catalyst for things turning sour” for much of the platform’s audience.
“It created chaos,” says Drew Benvie, founder of communications agency Battenhall.
“People don’t know if they’re talking to the real deal.”
Ahead of a year that will include a US presidential election, and with ever-improving AI deepfakes, it’s an issue that could become even more serious.
Many famous faces were initially left without a blue tick when Musk changed the policy
Other changes have included reinstating banned accounts like those of Andrew Tate and Donald Trump, raising further concerns about the proliferation of hate speech on the platform.
The Center for Countering Digital Hate (CCDH), a group X has sued over its damning assessments of its content moderation standards, says Musk has welcomed back a host of bad actors “with open arms”.
Speaking to mark the Muskiversary, CCDH founder Imran Ahmed condemned it as a “grave betrayal of users, advertisers and the wider public”.
That, coupled with the gutting of the company’s trust and safety teams, damaged Twitter’s reputation as a place to seek out verified news – an issue brought home by the Israel-Hamas war.
And then, of course, came rebranding Twitter into X.
A name so embedded in modern society that “tweet” had entered the Oxford and Cambridge dictionaries, now one which would have once done nothing but arouse suspicion in your browsing history.
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Twitter sign removed in ‘X’ rebrand
‘He has decimated the business’
Musk said Twitter’s transition from talking shop to everything app meant the name no longer made sense, and has claimed the rebranding reflects his ambitions.
Of course, some may have spotted an obvious trend and concluded he simply likes the letter X.
Not only is it part of the name of his successful rocket company, but one of his children; his AI start-up; and an internet banking firm he co-founded that became PayPal.
Social media expert Beth Caroll, of Wunderman Thompson, is sceptical of Musk’s apparent plans.
“There’s a vague possibility he could have this bigger picture idea, this super app like a WeChat, and if he were to deliver that then he might have a viable product,” she says.
“But for now he has just decimated the business.”
Indeed, earlier this year the company was valued at less than a third of the $44bn Musk paid for it.
Even the hiring of Linda Yaccarino, an experienced figure from NBCUniversal, as chief executive has done little to repair the monetary or reputational damage.
It’s worth remembering, Caroll says, that Musk did try awfully hard to back out of buying Twitter, and all the challenges he’s faced are perhaps a sign of why.
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Musk to start charging people to use X
Can Musk really have it all?
Yet despite it all, for its remaining users – whether enthusiastic or reluctant – X remains best at this particular type of social media, where real-time updates reign supreme.
For Dr Annmarie Hanlon, lecturer in digital and social marketing at Cranfield School of Management, would-be rivals from the “clunky” Mastodon to Meta‘s “basic” Threads have failed to offer a comparable experience.
“The everything app is still a work in progress,” she says.
“But when Threads opened, everyone said ‘this is the death of Twitter’. And it hasn’t been.”
Of course, given the contempt Musk and Mark Zuckerberg have for each other, don’t expect the Meta boss to abandon his company’s new app anytime soon.
Meta’s Threads emerged as a rival to X over the summer
And when it comes to “the death of Twitter”, Musk would happily claim responsibility, with X the phoenix rising from its ashes.
But unlike the rockets of SpaceX (well, most of them), biographer Vlismas doubts how far it can fly.
“With SpaceX, the grand vision is colonising Mars,” he says.
“But the core purpose is launching rockets into space and it’s very effective at that.
“If you wanted to do anything else with it, it dilutes that purpose.
“The longer X is a bit muddled like this, the worse it is. And the more people will turn away.”
US
National Guard to be deployed to LA immigration ‘riots’ – as Trump claims state officials ‘can’t do their jobs’
The National Guard will be deployed to Los Angeles after “riots” in response to immigration raids extended into a second day.
California Governor Gavin Newsom confirmed that the Trump administration is deploying “2,000 soldiers” to Los Angeles after local police used tear gas, stun guns, and riot shields to push back immigration protesters on Saturday.
Demonstrations began outside the Los Angeles Federal Building in the downtown area of LA on Friday after officials from Immigration and Customs Enforcement (ICE) carried out raids in the area.
On Saturday, several dozen protesters were involved in police standoffs in Paramount, a city south of LA.
Mr Newsom warned in a post on X: “The federal government is sowing chaos so they can have an excuse to escalate. That is not the way any civilized country behaves.”
He described the deployment as “purposefully inflammatory” and claimed it will “only escalate tensions”.
President Donald Trump hit back at Mr Newsom in a post on his social media platform Truth Social on Saturday.
“If Governor Gavin Newscum, of California, and Mayor Karen Bass, of Los Angeles, can’t do their jobs, which everyone knows they can’t, then the Federal Government will step in and solve the problem, RIOTS & LOOTERS, the way it should be solved!!!,” he wrote.
Mr Trump’s defence secretary Pete Hegseth claimed that active duty marines would also be mobilised if “violence continues”.
A Los Angeles County Sheriff’s deputy holds back protesters in Paramount, Los Angeles on Saturday. Pic: Reuters
Fireworks amid police standoffs with protesters in Paramount, Los Angeles on Saturday. Pic: Reuters
LA mayor Karen Bass said that amid the recovery from this year’s wildfires, “many in our community are feeling fear” following “recent federal immigration enforcement actions” across LA County.
“We’ve been in direct contact with officials in Washington, D.C., and are working closely with law enforcement to find the best path forward,” she said.
“Everyone has the right to peacefully protest, but let me be clear: violence and destruction are unacceptable, and those responsible will be held accountable.”
Reports the guard would be deployed to LA came earlier on Saturday, from Mr Trump’s border tsar Tom Homan on Fox News.
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Tear gas is fired at protesters in Paramount on Saturday. Pic: Reuters
Fires amid immigration protests in Paramount, Los Angeles County on Saturday. Pic: AP
44 arrested in Friday raids
At least 44 people were arrested on suspicion of immigration violations during raids on Friday, with crowds of around “1,000 rioters” forming around the building before some “assaulted law enforcement officers, slashed tires, and defaced taxpayer-funded property”, according to the Department of Homeland Security.
The raids saw street vendors and day workers rounded up across Home Depots, a clothing factory, and a warehouse, Salas of Chirla (The Coalition for Humane Immigration Rights of Los Angeles) said.
In a statement on Saturday, White House press secretary Karoline Leavitt said “violent mobs” had “attacked ICE officers and federal law enforcement agents carrying out basic deportation operations”.
She described such activity as “essential to halting and reversing the invasion of illegal criminals into the United States”.
Ms Leavitt said Californian politicians were “feckless” and had “completely abdicated their responsibility to protect their citizens”, prompting Mr Trump’s order to send in the guard.
Police fire stun grenades at protesters outside the Los Angeles Federal Building on Friday. Pic: Reuters
A protester holds up a sign to police outside the Los Angeles Federal Building on Friday. Pic: Reuters
Protests spread to second city
On Saturday, protests spread to the Paramount area, where there is a significant Latino population, after demonstrators spotted ICE employees in a Home Depot car park they appeared to be using as a base.
Law enforcement officers faced off protesters at a road junction at around 5pm where a car had been set on fire earlier in the day.
The roads were pictured strewn with trolleys and rubbish bins set on fire, as gas canisters and fireworks were also set off.
A car burns on Atlantic Boulevard in Paramount, Los Angeles on Saturday. Pic: Reuters
The car burnt out in Paramount on Saturday. Pic: Reuters
Commenting on Saturday’s protests, the Los Angeles County Sheriff’s Office said: “It appeared that federal law enforcement officers were in the area, and that members of the public were gathering to protest.”
Vice President JD Vance claimed that “insurrectionists” were seen “carrying foreign flags” and “attacking immigration enforcement officers” in Paramount.
“One half of America’s political leadership has decided that border enforcement is evil,” he posted on X. “Time to pass President Trump’s beautiful bill and further secure the border.”
Mexican and US flags are flown by protesters in Paramount. Pic: Reuters
‘Death to ICE’, Immigration and Customs Enforcement, is written on a bin in downtown Los Angeles on Friday. Pic: Reuters
The clashes come amid Trump’s nationwide crackdown on illegal migration.
As soon as he was re-elected in January he set a target of arresting 3,000 suspected illegal migrants per day – and promised to lock down the US-Mexico border.
Elon Musk’s social media post claiming Donald Trump is in files relating to the disgraced paedophile financier Jeffrey Epstein has been removed.
The tech billionaire made the allegation on X as he traded blows with the US president in a dramatic public row.
In the post, which now appears to have been deleted, Musk said: “@realDonaldTrump is in the Epstein files. That is the real reason they have not been made public.
“Mark this post for the future. The truth will come out.”
He gave no evidence for the claim, which was dismissed by the White House – with the post disappearing from his social media platform by Sunday.
Users clicking on the message – first posted on Thursday – were instead greeted with: “Hmm…this page doesn’t exist. Try searching for something else.”
Epstein killed himself in his jail cell in August 2019 while awaiting trial on charges of sex trafficking minors.
File pic: Reuters
Musk and Mr Trump’s relationship broke down publicly on Thursday, just days after the Tesla and SpaceX chief executive left his role as a special government employee.
In a fiery exchange, Musk posted a series of messages on X criticising the president’s signature tax and spending bill as a “big ugly spending bill”.
President Trump posted on Truth Social, saying Musk had been “wearing thin” and claimed he “asked him to leave” his government position – something Musk denied.
Read more:
Explosive row more terrifying than titillating
The big, beautiful bust-up everyone knew was coming
Musk then hit back with his claim about the US president appearing in the Epstein files.
Press secretary Karoline Leavitt dismissed the comment in a statement.
“This is an unfortunate episode from Elon, who is unhappy with the One Big Beautiful Bill because it does not include the policies he wanted,” she said.
“The president is focused on passing this historic piece of legislation and making our country great again.”
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The spat hit Tesla shares, which closed down 14.3% on Thursday, losing about $150bn (£111bn) in value.
In an interview with ABC News, Mr Trump was asked about reports a phone call was scheduled between him and Musk on Friday.
He reportedly said: “You mean the man who has lost his mind?”
Donald Trump has said Elon Musk has “lost his mind”, according to US media, as the White House reveals the president is not interested in speaking to him.
In a phone interview with ABC News, the US president was asked about reports that a phone call was scheduled on Friday between Musk and himself.
“You mean the man who has lost his mind?” he is said to have responded.
A White House official has said Mr Trump is not interested in talking to his former ally amid a bitter feud between the two, adding that no phone call is planned for the day.
It comes as a source familiar with the situation has told Sky News the president is considering selling his Tesla, in a further sign that no resolution to the explosive bust-up is in sight.
Mr Trump purchased a Tesla earlier this year, describing the company as Elon’s “baby”.
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‘Wheels come off’ Musk-Trump relationship
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The pair’s relationship broke down publicly on Thursday, just days after Tesla and SpaceX CEO Musk left his role as a special government employee.
In a fiery exchange, Musk posted a series of messages on X criticising the president’s signature tax bill as a “big ugly spending bill”.
President Trump posted on Truth Social that Musk had been “wearing thin” and claimed he “asked him to leave” his government position, something Musk denied.
Elon Musk then hit back, alleging the president “is in the Epstein files. That is the real reason they have not been made public.”
He gave no evidence for the claim, and it was dismissed by the White House.
In a statement, it called the bust-up an “unfortunate episode from Elon, who is unhappy with the One Big Beautiful Bill because it does not include the policies he wanted.”
Read more:
Musk says Trump appears in Epstein files as row explodes
The extraordinary spat minute-by-minute
The big, beautiful bust-up everyone knew was coming
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Trump hits out at Musk
The bill at the centre of the spat was passed by the House Republicans in May and has been described by the president as a “big, beautiful bill”.
The president said to reporters in the White House on Thursday that Musk “knew the inner workings of the bill better than anybody sitting here”.
“He had no problem with it. All of a sudden, he had a problem and he only developed the problem when he found out we’re going to have to cut the EV mandate.”
Musk then denied this, saying: “False, this bill was never shown to me even once and was passed in the dead of night so fast that almost no one in Congress could even read it!”
The spat hit Tesla shares, which closed down 14.3% on Thursday, losing about $150bn (£111bn) in value.
Musk also said SpaceX will begin decommissioning its Dragon spacecraft “immediately” after Mr Trump threatened to cancel government contracts with Musk’s businesses.
Hours after issuing his threat, however, Musk heeded advice from X users telling him to “cool down” and posted: “Ok, we won’t decommission Dragon”.
The row between two of the most powerful men in America comes a week after Musk left his position in the government, where he spearheaded a controversial cost-cutting department, DOGE – the Department of Government Efficiency.
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