Apple may stop providing social media customer support

According to information from several anonymous sources, MacRumors reports that Apple employees will soon stop providing support to customers through X – formerly Twitter – as well as YouTube and the Apple Support Community online forum.

Apple reportedly plans to eliminate its social support advisor roles, including the paid community specialist role for Apple Support Community, by the end of the year. More than 150 employees will be affected, although MacRumors reports that Apple will offer these people the opportunity to move into phone support roles.

These changes are expected to go into effect on October 1. Starting then, users on X will receive automated messages directing them elsewhere for help. Apple will also stop providing customer support in the comments section of YouTube videos on the Apple Support channel.

It’s not clear why Apple removed these roles. It’s possible that the tech giant is just trying to cut costs, especially after X raised its API prices in March, potentially pushing up the cost of its social media management tools as well. It is also possible that these platforms are not the most effective way to provide technical support to customers.

Apple isn’t the only company in the tech sector to reduce the level of support it provides through social media. Last year, Sony also stopped providing direct support to PlayStation customers through what was then called Twitter, as did Netflix, which had operated support on the platform for more than a decade. . It’s unclear why Sony made the move, but Netflix said it was trying to steer customers to use more of its company-owned platforms. Perhaps Apple is trying to create something similar.

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