Apple to Discontinue Human Assistance on Social Media Platforms

Apple is making significant changes to its customer support system by reportedly ending human assistance on social media platforms X (formerly known as Twitter) and YouTube. This decision comes as a recent report claims that the Apple chat-based support service will be discontinued in October. As a result, the Apple Support account on X will no longer send human replies to support requests through direct messages. Additionally, the service will also be removed from the Apple Support Community online forum. Users who seek assistance on these platforms will now receive automated messages redirecting them to the help center. It’s worth noting that this report has emerged just weeks ahead of the highly anticipated iPhone 15 launch.

According to a report from MacRumors, citing an anonymous source, Apple will be getting rid of support advisor roles on X, YouTube, and the Apple Support Community forum, starting October 1. This means that users will no longer receive human responses to their queries on these platforms. Instead, they will receive automated replies redirecting them to alternative avenues for connecting with Apple customer support.

This move is expected to impact hundreds of employees, who will be offered the opportunity to transition to phone-based support roles within the company. However, it has been noted that employees will only be allowed to change roles if they have medical reasons. The report also mentions that training will be provided to support employees for the phone-based roles, with the process expected to be completed by November.

Apple had initially started offering customer support on X (formerly Twitter) in 2016, sharing tips and responding to users’ queries about their products on the platform. However, with this recent decision to discontinue human assistance, it seems that Apple is reevaluating its approach to social media-based support.

While Apple is making changes to its support system, it is also preparing to unveil its next generation of iPhone models, known as the iPhone 15 series. The company’s highly anticipated ‘Wonderlust’ event, scheduled for September 12, will be the platform for revealing these new products. Alongside the iPhone 15 series, Apple is expected to introduce the Apple Watch Series 9 and Apple Watch Ultra 2, as well as announce the launch dates for iOS 17 and watchOS 10. The event will be streamed live online via apple.com and the Apple TV app.

Apple’s decision to discontinue human assistance on social media platforms X and YouTube marks a significant shift in its customer support strategy. While users may miss the personalized responses, the company aims to redirect them to alternative support channels. As Apple prepares to showcase their latest products, including the highly anticipated iPhone 15 series, it remains to be seen how these changes will impact the overall customer experience.

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