Elon Musk Transforms Twitter Into X With New Features and Ongoing Controversies
Since acquiring Twitter in late 2022, Elon Musk rebrands the platform to X and introduces new features like long-form posts and AI integration while facing significant public backlash.
Elon Musk completes his acquisition of Twitter in October 2022 and acts as its CEO until June 2023, when Linda Yaccarino takes over the role. The platform undergoes a major rebranding to X in July 2023, and its official domain changes from twitter.com to x.com in May 2024. Yaccarino eventually resigns from her position on July 9, 2025.
Operating under the X name, the platform closely resembles its predecessor but introduces several new functionalities. Users now have access to long-form text capabilities, account monetization options, audio and video calling, and a job search feature. Additionally, X integrates xAI's Grok chatbot and transforms the legacy verification system into a paid premium subscription.
Musk aims to evolve X into a "digital town square" and an "everything app" similar to WeChat, but the transition generates significant controversy. The removal of legacy features like Circles, NFT profile pictures, and profile pronouns frustrates many users. Furthermore, the release of the Twitter Files, the suspension of multiple journalists' accounts, and various labeling decisions spark ongoing debates about the platform's direction and content moderation policies.