Twitter’s rebrand to X shifts the focus to Musk’s ‘everything app’ plans but here’s why he might have moved too early
Jamie Marsden, University of Leeds A succession of upheavals have characterised Elon Musk’s leadership of Twitter since he acquired the social media platform in November 2022 – from his U-turns on the acquisition, to firings and rehirings and a significant drop in advertising revenue. But his latest move is the most significant: abandoning