Apple’s Support Shift: Online Transition

  • Apple has shifted its customer support strategy, no longer offering individual assistance on social media platforms like Twitter and YouTube.
  • Customers are now redirected to Apple's official website for support, marking a significant change in the company's approach.
  • Around 150 social media support advisor roles have been eliminated as part of this transition, with a focus on enhancing support quality.

In a significant shift in its customer support approach, Apple has recently announced changes to its support services on social media platforms, particularly on X (formerly Twitter) and YouTube. As of October 1st, 2023, the tech giant has ceased providing individual assistance to customers via direct messages and comments on these platforms. Instead, users seeking support are now directed to visit Apple’s official website for assistance.

The decision to alter their support strategy was first reported by MacRumors and later confirmed by Apple. The company has discontinued around 150 social media support advisor roles, which affected customer interactions on X, YouTube, and the Apple Support Community forums. Apple’s support profile on X, which previously claimed to be “available every day to answer your questions,” now states that they are “here to provide tips, tricks, and helpful information when you need it most.”

A recent statement from Apple Support reads, “It sounds like you have an issue with your Apple device. We can help, but to provide the best support, we’d like to continue this conversation in another support channel,” followed by a link to Apple’s iPhone support page. This change indicates a deliberate shift towards consolidating support interactions onto their official website.

PlatformSupport Status
X (Twitter)Visit the Apple website for assistance
YouTubeNo individual assistance; users redirected to the website
Support Community ForumsTemporary assistance; transitioning to over-the-phone help

The move has impacted not only the direct messages but also the comments section of Apple’s YouTube videos, where Apple Support has ceased responding to customer queries. While this change has been met with some disappointment from users who appreciated the convenience of social media support, Apple has stated that the transition aims to enhance the quality of support provided.

While details on the reasoning behind this change are limited, Apple seems to be steering users towards a more structured and comprehensive support experience on its website. The company is reportedly shifting towards over-the-phone assistance, providing a more personalized and direct support channel for customers in need.

The exact duration of the transition period and the availability of over-the-phone support for international users, including those in South Africa, remains undisclosed. Apple has not yet provided specific information on when normal social media support services will be resumed, leaving users curious about the future of their preferred support channels.



South Africa’s primary source of financial tools and information

Contact Us


Rateweb strives to keep its information accurate and up to date. This information may be different than what you see when you visit a financial institution, service provider or specific product’s site. All financial products, shopping products and services are presented without warranty. When evaluating offers, please review the financial institution’s Terms and Conditions.

Rateweb is not a financial service provider and should in no way be seen as one. In compiling the articles for our website due caution was exercised in an attempt to gather information from reliable and accurate sources. The articles are of a general nature and do not purport to offer specialised and or personalised financial or investment advice. Neither the author, nor the publisher, will accept any responsibility for losses, omissions, errors, fortunes or misfortunes that may be suffered by any person that acts or refrains from acting as a result of these articles.