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.”
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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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0:53
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.”
Image: 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.
“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.
Image: 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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1:25
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.”
The ripping up of the trade rule book caused by President Trump’s tariffs will slow economic growth in some countries, but not cause a global recession, the International Monetary Fund (IMF) has said.
There will be “notable” markdowns to growth forecasts, according to the financial organisation’s managing director Kristalina Georgieva in her curtain raiser speech at the IMF’s spring meeting in Washington.
Some nations will also see higher inflation as a result of the taxes Mr Trump has placed on imports to the US. At the same time, the European Central Bank said it anticipated less inflation from tariffs.
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1:42
Trump’s tariffs: What you need to know
Earlier this month, a flat rate of 10% was placed on all imports, while additional levies from certain countries were paused for 90 days. Car parts, steel and aluminium are, however, still subject to a 25% tax when they arrive in the US.
This has meant the “reboot of the global trading system”, Ms Georgieva said. “Trade policy uncertainty is literally off the charts.”
The confusion over why nations were slapped with their specific tariffs, the stop-start nature of the taxes, and the rapid escalation of the tit-for-tat levies between the US and China sparked uncertainty and financial market turbulence.
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“The longer uncertainty persists, the larger the cost,” Ms Georgieva cautioned.
“Unusual” activity in currency and government debt markets – as investors sold off dollars and US government debt – “should be taken as a warning”, she added.
“Everyone suffers if financial conditions worsen.”
These challenges are being borne out from a “weaker starting position” as public debt levels are much higher in recent years due to spending during the COVID-19 pandemic and higher interest rates, which increased the cost of borrowing.
The trade tensions are “to a large extent” a result of “an erosion of trust”, Ms Georgieva said.
This erosion, coupled with jobs moving overseas, and concerns over national security and domestic production, has left us in a world where “industry gets more attention than the service sector” and “where national interests tower over global concerns,” she added.
But the high profits are not expected to increase, according to Sainsbury’s, which warned of heightened competition as a supermarket price war heats up.
Sainsbury’s said it had spent £1bn lowering prices, leading to a “record-breaking year in grocery”, its highest market share gain in more than a decade, as more people chose Sainsbury’s for their main shop.
It’s the second most popular supermarket with market share of ahead of Asda but below Tesco, according to latest industry figures from market research company Kantar.
In the same year, the supermarket announced plans to cut more than 3,000 jobs and the closure of its remaining 61 in-store cafes as well as hot food, patisserie, and pizza counters, to save money in a “challenging cost environment”.
This financial year, profits are forecast to be around £1bn again, in line with the £1.036bn in retail underlying operating profit announced today for the year ended in March.
The grocer has been a vocal critic of the government’s increase in employer national insurance contributions and said in January it would incur an additional £140m as a result of the hike.
Higher national insurance bills are not captured by the annual results published on Thursday, as they only took effect in April, outside of the 2024 to 2025 financial year.
Supermarkets gearing up for a price war and not bulking profits further could be good news for prices of shelves, according to online investment planner AJ Bell’s investment director Russ Mould.
“The main winners in a price war would ultimately be shoppers”, he said.
“Like Tesco, Sainsbury’s wants to equip itself to protect its competitive position, hence its guidance for flat profit in the coming year as it looks to offer customers value for money.”
There has been, however, a warning from Sainsbury’s that higher national insurance contributions will bring costs up for consumers.
News shops are planned in “key target locations”, Sainsbury’s results said, which, along with further openings, “provides a unique opportunity to drive further market share gains”.
US stock markets suffered more significant losses on Wednesday, with stocks in leading AI chipmakers slumping after firms said new restrictions on exports to China would cost them billions.
Nvidia fell 6.87% – and was at one point down 10% – after revealing it would now need a US government licence to sell its H20 chip.
Rival chipmaker AMD slumped 7.35% after it predicted a $800m (£604m) charge due to its MI308 also needing a licence.
Dutch firm ASML, which makes hardware essential to chip manufacturing, fell more than 5% after it missed order expectations and said US tariffs created uncertainty.
The losses filtered into the tech-dominated Nasdaq index, which recovered slightly to end 3% down, while the larger S&P 500 fell 2.2%.
Image: Pic: AP
Such losses would have been among the worst in years were it not for the turmoil over recent weeks.
It comes as China remains the focus of Donald Trump’s tariff regime, with both countries imposing tit-for-tat charges of over 100% on imports.
The US commerce department said in a statement it was “committed to acting on the president’s directive to safeguard our national and economic security”.
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13:27
Could Trump make a trade deal with UK?
Nvidia’s bespoke China chip is already deliberately less powerful than products sold elsewhere after intervention from the previous Biden administration.
However, the Trump government is worried the H20 and others could still be used to build a supercomputer in China, threatening national security and US dominance in AI.
Nvidia said the move would cost it around $5.5bn (£4.1bn) and the licensing requirement would be in place for the “indefinite future”.
Nvidia’s recently announced a $500bn (£378bn) investment to build infrastructure in America – something Mr Trump heralded as a victory in his mission to boost US manufacturing.
However, it appears to have been too little to stave off the new restrictions.
Pressure has also come from the Democrats, with senator Elizabeth Warren writing to the commerce secretary and urging him to limit chip sales to China.
Meanwhile, the head of US central bank also warned on Wednesday that US tariffs could slow the economy and raise inflation more than expected.
Jerome Powell said the bank would need more time to decide on lowering interest rates.
“The level of the tariff increases announced so far is significantly larger than anticipated,” he said.
“The same is likely to be true of the economic effects, which will include higher inflation and slower growth.”
Predictions of a recession in the US have risen significantly since the president revealed details of the import taxes a few weeks ago.
However, he subsequently paused the higher rates for 90 days to allow for negotiations.