Apple this week stopped providing human technical assistance via direct messages on X, formerly known as Twitter, in a shift away from social media support.
As of October 1, customers who send a direct message to the @AppleSupport account on X receive an automated reply with links to the Get Support page on Apple's website, and to the Apple Support app for the iPhone and iPad. The account also appears to have stopped offering human replies to posts tagging the @AppleSupport account, but it still provides some automated replies with links to various pages on Apple's website.
The account's description previously said it was "available every day to answer your questions," but that text was removed this week.
The account will continue to share tips, tricks, and helpful information, including videos from the Apple Support channel on YouTube.
MacRumors was first to report that Apple was planning to eliminate paid social media support advisor roles across X, YouTube, and the Apple Support Community website. Apple offered affected employees the opportunity to transition to a phone-based support role in the company, according to sources familiar with the matter.
One of the sources said that human support on the Apple Support Community will continue temporarily amid the transition to phone support. Responses to comments on videos uploaded to the Apple Support channel on YouTube appear to have stopped.
Apple had offered human support on Twitter since 2016. Last year, the social media platform was controversially acquired by billionaire Elon Musk, but it's unclear if that was a factor in Apple's move towards automated support on the website.
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Can't blame them. Twitter has gone down the hill. I use the twitter search function for a particular popular topic and now the results are very limited, can't scroll down to read older tweets like before
I prefer phone over any other type of support. Most companies seem to want to steer you away from phone support.
I've had to call Apple support twice. Both times I spoke to a human without any wait, the employees were easy to understand and able to understand me, the employees seemed to have above average intelligence, and they were very helpful. It was the best customer support I've experienced in the last twenty years.
The sad thing is this is how almost all companies used to be. Apple is exceptional only in maintaining a standard of quality America used to expect and was given.
His Royal Muskness tweeted something yesterday that convinced me to delete the app for good. I am suffering some serious withdrawal, but I think it will be worth it.
Can't blame them. Twitter has gone down the hill. I use the twitter search function for a particular popular topic and now the results are very limited, can't scroll down to read older tweets like before
It's getting close to the point I'm gonna have to leave Twitter and move to something else like Bluesky.
