Photo illustration shows the TikTok logo displayed on a mobile phone screen.
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For the second time this year, TikTok is staring at a deadline that could determine its fate in the U.S. and that of numerous creators and brands that have built businesses on the Chinese-owned social app.
The sense of urgency that led some creators to post wistful goodbye videos in January has shifted to a more cautiously optimistic outlook, with creators and firms saying they believe TikTok will remain in the U.S. They are, however, hedging their bets.
“I’m trying to be optimistic and hope that they keep it, but as a creator, I have to be prepared either way,” said Gianna Christine, a creator with 2.7 million TikTok followers.
TikTok could be effectively banned in the U.S. on April 5 because of a national security law originally signed by former President Joe Biden that requires its Chinese parent ByteDance to divest the app’s American operations. ByteDance originally faced a Jan. 19 deadline to sell TikTok, but Trump signed an executive order instructing the attorney general to not enforce the law, granting the Chinese company 75 more days to divest the U.S. portion of its business.
Gianna Christine makes lifestyle videos about living in New York City to her nearly 3 million followers on TikTok.
Gianna Christine
Like others who spoke with CNBC, Christine said she hasn’t received any direct updates from TikTok about its future. Christine said she’s staying positive about TikTok’s chances of remaining in the U.S. but she’s also expanding her presence on platforms like Snapchat and YouTube as a precaution.
“You never know what will happen,” Christine said.
Throughout his 2024 presidential campaign, Trump said many positive comments about TikTok and used the app as a campaign tool. Trump said Sunday that he is “pretty certain” that a TikTok deal will be reached before the April deadline, according to AFP. Last week, Trump said he may extend the deadline if a deal isn’t reached and that he may reduce tariffs on China to help facilitate a transaction.
“I really don’t see TikTok getting banned,” said Olivia Plotnick, the founder of the Wai Social marketing and consultancy agency. “Trump really is going to want to show how amazing he is, and make a deal happen.”
TikTok and the White House did not respond to requests for comment.
Whatever is in store for TikTok, the company is acting like business as usual.
Current and former TikTok workers said they have received no communication from management about its future in the U.S. Brands and creators said they have received no updates from the company either.
That lack of communication and the uncertainty of the app’s future hasn’t stopped TikTok from moving forward with new partnerships.
Marketing firm Meltwater, for example, announced that it joined TikTok’s marketing partners program in March. Aditya Jami, Meltwater’s tech chief, said that his TikTok contacts seemed to be “in the dark” about the app’s future, but they went ahead with the partnership, which will require deep integration between the two companies.
“They are actually going to do more and more things that we can build together and then expose to our customers, so I feel like it’s going business as usual,” Jami said.
TikTok creator Alyssa McKay has more than 10 million followers, but she’s been proactive about diversifying her following across more platforms.
“If you’re not already posting on Snapchat, Instagram Reels, YouTube Shorts, that’s where you need to be,” said McKay, adding that her efforts to get ahead of a potential ban have resulted in her already earning more revenue from other platforms than she does on TikTok.
Alyssa McKay is a content creator with over 10 million followers on TikTok.
Alyssa McKay
The first TikTok ban deadline didn’t significantly alter the social media postings from creators and brands, according to data provided to CNBC by Later, a social media and influencer marketing firm.
Social media users increased their posts on Threads and YouTube by 10% and 6%, respectively, the week of the TikTok ban in January compared to the week prior, according to Later. Still, the general posting habits of brands and creators during the week after the January deadline compared to the week preceding it were nearly identical, a spokesperson for Later said.
Throughout March, creators and brands steadily reduced the number of scheduled TikTok posts they plan to publish during the weeks leading up to the April deadline while increasing their scheduled Instagram posts, Later data showed. The March data suggests creators and brands are “reallocating content to Instagram as a safer or more stable alternative,” the Later spokesperson said.
For a brief moment, the Chinese social media app RedNote rose to the top of Apple’s app store during the week leading to the January deadline. Known as Xiaohongshu in China, that app has similar short-video features as TikTok, but it has a user base comprised mostly of women from more affluent Chinese cities that embraced the sudden influx of American users, Plotnick of Wai Social said.
“They were super welcoming, and it was a really fun time,” Plotnick said.
RedNote’s moment in the sun won’t likely repeat. The app is no longer a priority now that TikTok has resumed normal operations, creators and brands said.
“I don’t foresee buzz around alternative apps like RedNote,” Later CEO Scott Sutton said. “Those were a blip and lacked the staying power of other platforms.”
It’s unclear whether lawmakers who are concerned about the Chinese Communist Party or TikTok-competitors like Meta or Google would take to the courts to enforce the national security law, said Neil Chilson, a former chief technologist at the Federal Trade Commission who now heads AI policy at Abundance Institute non-profit. Taking that kind of legal action carries the risk of upsetting TikTok’s giant user base and Trump, Chilson said.
“Trump likes this sort of leverage that the law provides him,” Chilson said. “He’s obviously using quite aggressively — not quite in the text of the law — his latitude to make deals to continue to string this along.”
Andy Jassy, CEO of Amazon, speaks during an unveiling event in New York on Feb. 26, 2025.
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Amazon CEO Andy Jassy said Wednesday that the company hasn’t seen any signs of consumers tightening their wallets in the face of President Donald Trump’s sweeping tariffs.
Jassy’s comments came during Amazon’s annual shareholder meeting, which was held virtually on Wednesday.
“We have not seen any attenuation of demand at this point,” Jassy said during a question-and-answer portion of the meeting. “We also haven’t yet seen any meaningful average selling price increases.”
Amazon and other retailers continue to digest the impact of Trump’s tariffs. Rival retailer Walmartwarned last week that consumers could start seeing price hikes from tariffs later this month and in June. Within days, that sparked the ire of Trump, who urged the company to “EAT THE TARIFFS.”
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Targetsaid Wednesday it will likely need to hike prices on some items, while Home Depotsaid it expects to maintain its current pricing levels.
Jassy said last month the company made some “strategic forward inventory buys” to stock up on goods and is “pretty maniacally focused” on keeping prices low for shoppers.
Some third-party sellers, which account for roughly 60% of products sold, have increased prices on certain items, while others have opted to keep prices steady, Jassy said on Wednesday.
“I think that the diversity and the size of our marketplace really helps customers have the best selection of the best prices,” Jassy said.
OpenAI Chief Executive Officer Sam Altman appears on screen during a talk with Microsoft Chairman and Chief Executive Officer Satya Nadella at the Microsoft Build 2025, conference in Seattle, Washington on May 19, 2025.
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OpenAI said on Wednesday that it’s buying Jony Ive’s AI devices startup io for about $6.4 billion in an all-equity deal that includes its current stake in the company.
Ive is taking on “deep creative and design responsibilities across OpenAI and io,” OpenAI said in a statement. The company said that io is merging with OpenAI, while Ive and his “creative collective” called LoveFrom will stay independent.
In a blog post on Wednesday from OpenAI CEO Sam Altman and Ive, the pair said that io was founded a year ago by Ive, along with Apple alumni Scott Cannon, Tang Tan and Evans Hankey, who briefly took over Ive’s role at Apple after he departed.
“The io team, focused on developing products that inspire, empower and enable, will now merge with OpenAI to work more intimately with the research, engineering and product teams in San Francisco,” the post said.
OpenAI said it’s paying $5 billion given that it already owns 23% of the company.
The purchase is by far OpenAI’s largest and comes weeks after the company agreed to buy AI-assisted coding tool Windsurf for $3 billion. Prior to that, OpenAI acquired analytics database company Rockset for an undisclosed sum in 2024.
Ive announced in 2019 that he was leaving Apple, where he was the longtime chief design officer, to start LoveFrom. Airbnb said in 2020 that Ive was consulting with the company on hiring and future products. The New York Times reported last year that LoveFrom’s clients pay the firm up to $200 million a year and that its designers at the time were working on projects for Christie’s, Airbnb and Ferrarri.
LoveFrom says on its website that it was founded by Ive and designer Marc Newson, but the doesn’t say anything about what the company does or include any mention of io.
Apple chief design officer Jony Ive (L) and Apple CEO Tim Cook inspect the new iPhone XR during an Apple special event at the Steve Jobs Theatre on September 12, 2018 in Cupertino, California.
Ive is responsible for designing Apple‘s most iconic products, including the iPod, iPhone, iPad and MacBook Air. He also helped design Apple’s new Cupertino headquarters, called Apple Park, a project that began in 2004 with the campus officially opening in 2019.
News of the acquisition comes as OpenAI, which was recently valued at $300 billion in a funding round led by SoftBank, is rushing to stay ahead in the generative AI race, where competitors including Google, Anthropic and Elon Musk’s xAI are investing heavily and regularly rolling out new products. Part of staying ahead in that race includes shoring up its hardware operations.
To further its hardware ambitions, OpenAI hired the former head of Meta’s Orion augmented reality glasses initiative in November to lead its robotics and consumer hardware efforts. Caitlin “CK” Kalinowski wrote in an announcement at the time that the role would “initially focus on OpenAI’s robotics work and partnerships to help bring AI into the physical world and unlock its benefits for humanity.”
Also late last year, OpenAI invested in Physical Intelligence, a robot startup based in San Francisco, which raised $400 million at a $2.4 billion valuation. Other investors included Amazon founder Jeff Bezos. The startup focuses on “bringing general-purpose AI into the physical world,” according to its website, by developing large-scale AI models and algorithms to power robots.
Windows 11 operating system logo is displayed on a laptop screen for illustration photo.
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Microsoft said Wednesday that it broke down the Lumma Stealer malware project with the help of law enforcement officials across the globe.
The tech giant said in a blog post that its digital crimes unit discovered over 394,000 Windows computers were infected by the Lumma malware worldwide between March 16 through May 16.
The Lumma malware was a favorite hacking tool used by bad actors, Microsoft said in the post. Hackers used the malware to steal passwords, credit cards, bank accounts and cryptocurrency wallets.
Microsoft said its digital crimes unit was able to dismantle the web domains underpinning Lumma’s infrastructure with the help of a court order from the U.S. District Court for the Northern District of Georgia.
The U.S. Department of Justice then took control of Lumma’s “central command structure” and squashed the online marketplaces where bad actors purchased the malware.
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The cybercrime control center of Japan “facilitated the suspension of locally based Lumma infrastructure,” the blog post said.
“Working with law enforcement and industry partners, we have severed communications between the malicious tool and victims,” Microsoft said in the post. “Moreover, more than 1,300 domains seized by or transferred to Microsoft, including 300 domains actioned by law enforcement with the support of Europol, will be redirected to Microsoft sinkholes.”
Microsoft said that other tech companies like Cloudflare, Bitsight and Lumen also helped break down the Lumma malware ecosystem.
Hackers have been buying the Lumma malware via underground online forums since at least 2022, all while developers were “continually improving its capabilities,” the blog post said.
The malware has become the “go-to tool for cybercriminals and online threat actors” because it’s easy to spread and break through some security defenses with the right programming, the company said.
In one example of how criminals used Lumma, Microsoft pointed to a March 2025 phishing campaign in which bad actors misled people into believing they were part of the Booking.com online travel service.
These cyber criminals used the Lumma malware to carry out their financial crimes in this scheme, the company said.
Additionally, Microsoft said that hackers have used the Lumma to attack online gaming communities and education systems, while other cybersecurity companies have noted that the malware has been used in cyber attacks targeting manufacturing, logistics, healthcare and other related critical infrastructure.