There isn’t a bigger gatekeeper than Apple. And while Meta, Snapchat, Epic Games, and even TikTok have begun to learn that the hard way (thanks to ATT’s implementation), Twitter’s impending battle with Apple may be its fiercest. Twitter’s new CEO plays by few rules. Here’s what we’ve written about Apple’s approach to business thus far:
Think of this visually for a moment. The (content) fortress is growing mightier by the month; its walls higher and its moats wider. The taxes on the kingdoms surrounding the fortress are rising as well. That fortress is Apple, and the kingdoms surrounding it are Meta, Twitter, Snapchat and all else with the exception of, perhaps, TikTok and a few of the growing retail media networks. When I first explained this, I was right about one point and wrong about the other:
