Apple to Stop Providing Customer Support on Social Media, YouTube

Apple Support app on iPhone with a MacBook in the background

Right ahead of the iPhone 15 Series launch event, Apple seems to be restructuring its customer support strategy. According to MacRumors’ latest reports, Apple plans to stop providing customer support on X (formerly known as Twitter), YouTube, and Apple Support Community. Let’s learn all the details.

Apple to Stop Twitter and YouTube Customer Support

As per the report, the Cupertino giant has plans to let go off its social media support advisor roles, including the paid Community Specialist role at its Apple Support Community online forum. 

Starting October 1, 2023, users on Twitter won’t receive human replies to their direct messages. Instead, they will get an automated reply outlining other ways to reach Apple for assistance. In addition, various sources reveal Apple won’t offer technical assistance to customers in the comments section of videos uploaded on the Apple Support YouTube channel. 

This change is expected to impact over 150 employees, who are reportedly given an opportunity to switch to a phone-based support role. The employees will get formal training to deliver phone-based assistance, and the transition is expected to happen by November. That said, Apple isn’t allowing these employees to switch to any other chat-based support role, unless there is a medical condition.

The employees who are unwilling to make this transition are advised to explore opportunities outside Apple, which has, well, led to some frustration and anger within the social media team.

As of now, it isn’t clear why Apple is planning to phase out its customer support on social media. Perhaps, Apple is trying to do some cost cutting in its social media expenses, particularly after Twitter increased its API prices in March this year.

Apart from Apple, many bigtime brands like Netflix and Sony have already reduced their customer support via social media. In a meeting, Apple has reportedly justified its plans by saying that customers prefer phone-based technical support. Apple is yet to release any official statement on these changes. We’ll update this piece if we get to hear anything concrete, so stay tuned.

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