【2004 Archives】

Apple004 ArchivesTwitter are up to something.

On Friday, the iPhone maker brought its Twitter account back to life. The @Apple account, which has been registered since 2011, now has an Apple logo instead of the generic egg avatar. It also features a blue checkmark, meaning it's reallyApple.

This isn't Apple's first verified account on Twitter. In 2009, the company ran five popular iTunes accounts. In 2011, Apple launched @AppStore as a way to promote new apps. Now, Apple also runs @AppleSupport, @AppleMusic and @AppleNews.

Even though Apple did not create @AppleSupport until March, Apple has long supported its product users on Twitter.

Apple granted Twitter centerstage at its 2011 WWDC keynote, when it introduced Twitter sign-in with iOS5. That came before an integration with Facebook. It also did not have Facebook as part of its promotional materials at the time.

Apple CEO Tim Cook also uses Twitter, at times dropping newsworthy nuggets about iPhone sales and sharing where he is traveling.

Apple has yet to tweet, but there's a particular sense of excitement about the launch of Apple's namesake account. Twitter Chief Operating Officer Adam Bain shared the news Thursday night:

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And he was quick to explain what's changed since 2011:

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Bain's congratulations tweet has since been deleted, however. He did not immediately respond to a request for comment.

Bloomberg reporter Mark Gurman suggested Apple could live tweet its event next week, where the company is expected to announce the next-generation iPhone.

Indeed, the cover photo for the account's page features the same design as Apple's invitation to Wednesday's event.

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There's also something else potentially on the table for Apple and Twitter. The companies were in talks to introduce a Twitter app to Apple TV, the New York Timesreported last month, citing two people briefed on the discussions. Twitter declined to comment.

Twitter is currently prepping for the debut of streaming NFL's Thursday night games on its network. The first game is Sept. 15 with the New York Jets at Buffalo Bills.

In the meantime, Twitter has inked several other live streaming deals, such as with CBSN for the Democratic National Convention and Republican National Convention, as well as sports content with the NBA, MLB, NHL, Pac-12 and PGA Tour.

Each of these deals are a part of Twitter's big bet on live streaming. As the company faces a stalled user growth and a significant loss in market value, this focus on live video could bring in more eyes and pump more revenue into Twitter.

But, it's all an experiment.

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