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
‘Ukraine can’t win war,’ says Trump – as reports emerge of another tumultuous meeting with Zelenskyy
Donald Trump has said he doesn’t think Ukraine can win the war against Russia – as reports emerge of a less-than-harmonious meeting between the US president and Volodymyr Zelenskyy .
Asked about the conflict by a journalist during a visit to the White House by Australian Prime Minister Anthony Albanese, the Mr Trump responded bluntly: “I don’t think they will,” before adding: “They could still win it, I never said they would win it… War is a very strange thing, a lot of bad things happen.”
It is a marked change from his comments a few weeks ago at a UN gathering in New York where he said Ukraine could retake “all of its territory”.
And it comes after the Financial Times claimed the behind-the-scenes of Mr Trump and President Zelenskyy’s meeting in Washington on Friday had descended into a “shouting match”.
According to the paper, the US president repeatedly told his Ukrainian counterpart to accept Vladimir Putin‘s terms for ending the war – warning him that the Russian leader would “destroy” Ukraine if it did not agree.
Mr Zelenskyy later attempted to pour water over the suggestions, saying their meeting was “positive” and that Ukraine was preparing a contract to buy 25 Patriot air defence systems as a result of their talks.
However, Mr Zelenskyy said he did not secure the Tomahawk missiles he had wanted for Ukraine. The long-range missiles would have been a major boost for Kyiv.
“In my opinion, he does not want an escalation with the Russians until he meets with them,” Mr Zelenskyy said.
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Why Tomahawks are off the table
Meanwhile, Hungary’s foreign minister Peter Szijarto has announced he will visit Washington on Tuesday. It follows claims from Mr Trump that he would meet with Russian President Vladimir Putin in Budapest soon.
Will the pair meet again soon? File pic: Reuters
And on Monday, US secretary of state Marco Rubio had a phone call with Russia’s foreign minister Sergei Lavrov.
According to the state department, Mr Rubio and Mr Lavrov spoke about possible concrete steps to implement understandings reached during the call between Mr Trump and Mr Putin last week.
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‘Recovery’ after major internet outage
Mr Rubio had, a statement said, also “emphasised the importance of upcoming engagements as an opportunity for Moscow and Washington to collaborate on advancing a durable resolution of the Russia-Ukraine war, in line with President Trump’s vision”.
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Also on Monday, French president Emmanuel Macron announced there will be a meeting of the coalition of the willing in London on Friday which Mr Zelenskyy will attend.
The coalition – co-chaired by Sir Keir Starmer, Mr Macron and Germany’s Chancellor Friedrich Merz – has the aim of bringing countries together to protect a peace deal in Ukraine.
Dozens of websites, banks and apps are being affected by a major internet outage.
The problem, which started on Monday morning, appears to be related to an issue at Amazon Web Services (AWS).
As of 9.20am, there were more than 2,000 reports of the Amazon Web Services outage in the US alone, according to Downdetector, which monitors issues and outages in real-time.
On its service status page, the company said it was seeing “increased error rates” and delays with “multiple AWS services”.
Here’s what we know so far.
Pic: PA
Pic: PA
Pic: PA
What has been affected?
Multiple banks, the HM Revenue & Customs (HMRC) website, mobile phone networks and video-chatting platform Zoom are among the websites having technical issues.
All Amazon products – including Prime Video and Amazon Music – have also been affected, as well as the main Amazon website.
Here’s a full list of what has been affected by the internet outage, according to Downdetector:
• Snapchat
• Ring
• Roblox
• Amazon Web Services
• Life360
• My Fitness Pal
• Amazon
• Xero
• Signal
• Canva
• Fortnite
• Blink Security
• Zoom
• HMRC
• Clash Royale
• Clash Of Clans
• Asana
• Wordle
• Slack
• Smartsheet
• Epic Games Store
• Duolingo
• Amazon Alexa
• Jira
• Vodafone
• Tidal
• Coinbase
• Atlassian
• IMDB
• Amazon Prime Video
• Pokemon Go
• BT
• Peloton
• EE
• Ancestry
• Square
• Playstation Network
• Eventbrite
• Amazon Music
• Sky
• Flickr
• Hay Day
• Rocket League
• Perplexity AI
• Dead By Daylight
• Bank Of Scotland
• Lloyds Bank
• Halifax
What has AWS said?
AWS confirmed it was suffering from “increased error rates and latencies” for multiple services.
In a statement on its website, the company said: “We are actively engaged and working to both mitigate the issue and understand root cause,” an update on its website says.
“We will provide an update in 45 minutes, or sooner if we have additional information to share.”
The company is posting regular updates on the situation and said its engineers were “immediately engaged” as soon as they spotted the issue.
Concentrated in the US
ThousandEyes, a website that tracks the performance of local and wide area networks, servers and applications, shows many of the outages appear to be concentrated in the US.
A large portion is focused in Virginia, which is widely considered as the global capital for data centres.
Has something like this happened before?
US
Donald Trump mocks ‘No Kings’ protests with AI video of himself dropping brown sludge on protesters from jet
Donald Trump has responded to so-called “No Kings” rallies with an AI video of himself in a fighter jet, pouring brown sludge over protesters.
Millions of people were expected to take part in the demonstrations this weekend – the second such gathering after an initial nationwide day of protest in June coinciding with the US president’s birthday.
The term “No Kings” reflects the belief by some that Mr Trump is behaving like a “king” and some in his administration are depicting him as a monarch.
A protester in costume as Donald Trump presents the president as a prisoner in chains in Seattle. Pic: AP
One of the rallies in New York. Pic: Reuters
On Sunday, the president shared the AI video on his social media platform, Truth Social.
In the clip, an AI-generated version of Mr Trump is wearing a crown and sitting in a jet with “King Trump” written across it, to the soundtrack of Kenny Loggins’ Danger Zone, from the film Top Gun.
The jet then drops thick brown sludge on to AI-generated protesters.
Supporters say the marches are a patriotic defence of free speech, while critics are calling them anti-American.
A large inflatable effigy of Mr Trump in Chicago. Pic: Reuters
This protest took place in Washington DC. Pic: AP
Mr Trump’s Republican Party has dismissed the demonstrations as “Hate America” rallies.
Many of the events featured marching bands, huge banners and signs, as well as effigies of the president and demonstrators wearing inflatable costumes.
Thousands gathered along the waterfront in Portland, Oregon. Pic: AP
Protesters at the Wyoming State Capitol got creative with their signs. Pic: Wyoming Tribune Eagle/AP
The protests follow Mr Trump’s return to the White House and come against the backdrop of a government shutdown which has closed federal programmes and services.
There has also been criticism of what some see as an aggressive executive, confronting Congress and the courts, in ways that protest organisers believe are a slide toward authoritarianism.
This event in San Francisco was among thousands taking place across the US. Pic: Reuters
A ‘No Kings’ sign, outside City Hall in Los Angeles. Pic: Reuters
So far, the atmosphere at most of the protests appears to have been largely energetic and upbeat, with protesters calling for accountability and protections for civil liberties.
Organisers said events would be peaceful – a direct response to Republican and Trump administration claims that the protests could be unsafe.
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