Apple to Discontinue Social Media Support Services

• ByStartupStory     |    September 1, 2023

Apple is reportedly planning to halt customer support services on various social media platforms, including X (formerly Twitter), YouTube, and the Apple Support Community online forum. According to sources cited by MacRumors, the tech giant intends to eliminate support advisor roles across these platforms, starting later this year.

Upon the implementation of this change, customers will no longer receive assistance from Apple employees on these platforms. Effective October 1, the @AppleSupport account on X will cease responding to direct messages with human-generated responses. Instead, customers reaching out to the account will receive automated responses that provide alternative ways to contact Apple for support.

Furthermore, technical help from Apple will no longer be available in the comments section of YouTube videos posted on the Apple Support channel. Additionally, the paid Community Specialist role within the Apple Support Community, an online discussion forum for customer assistance, will be discontinued.

As part of this transition, affected employees are being offered the opportunity to switch to phone-based support roles within the company. However, some advisors are unable or unwilling to make this transition. The company has also restricted employees from shifting to another chat-based support role unless there are medical reasons. This policy has sparked frustration and discontent among members of the social media team.

Reportedly, employees will undergo training to provide phone support, and the transition is projected to conclude by November. Employees who are not inclined to work on phones have been advised to explore opportunities outside of Apple.

Meanwhile, Apple has announced that its upcoming major global product launch event, showcasing the new iPhone 15 series, is scheduled for September 12. The tech giant is also expected to unveil new Apple Watches during this event.

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