Elon Musk has completed the rebrand of Twitter, the dynamic social media platform he acquired in 2022, as the URL, or site name, officially changes to X.com. “All core systems are now on X.com,” he said in a post today. Twitter.com links now redirecting to the X.com.
A message at the bottom of login and home pages reads: “We are letting you know that we are changing our URL, but your privacy and data protection settings remain the same.”
The reaction to this latest step in a billionaire’s takeover and renaming of a wildly popular app with a beloved name that fit like a glove was not great. A Tweet has now become the onerous ‘a post on X (formerly Twitter)’. Wired compared today’s step to “a venomous puss moth emerging from its hard cocoon.”
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The rebrand was announced last summer to, as Musk posted then, both “ensure freedom of speech and as an accelerant for X, the everything app. This is not simply a company renaming itself, but doing the same thing. The Twitter name made sense when it was just 140 character messages going back and forth – like birds tweeting – but now you can post almost anything, including several hours of video. In the months to come, we will add comprehensive communications and the ability to conduct your entire financial world. The Twitter name does not make sense in that context, so we must bid adieu to the bird.”
It came after an enormously chaotic period for the platform that saw Musk step down as CEO and bring in former NBC Universal ad chief Linda Yaccarino to the role.
Musk has a long history with X, launching X.com, an online bank that was the basis for PayPal. He bought back the URL in 2017. His plans to add financial services to X have stalled thus far.
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