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The Conversation
The Conversation
Kristen Schiele, Associate Professor of Clinical Marketing, University of Southern California

Elon Musk aims to turn Twitter into an 'everything app' – a social media and marketing scholar explains what that is and why it's not so easy to do

Everything apps are designed to help you do, well, just about everything you do on a phone. Busakorn Pongparnit/Moment via Getty Images

Elon Musk’s recent rebranding of Twitter as X is a step toward the CEO’s goal of developing an “everything app.” Musk’s vision is for X to mark the spot for all your digital needs – to chat with your friends, order groceries, watch videos and manage your finances, all on one platform.

His recent announcement might have left you wondering what an everything app is and whether you need really one. If everything apps are so great, why isn’t there one that’s widely used in the U.S. already?

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