Elon Musk's decision to replace Twitter's famous blue bird logo with X has significantly dented its brand value. Getty Images
Elon Musk's decision to replace Twitter's famous blue bird logo with X has significantly dented its brand value. Getty Images
Elon Musk's decision to replace Twitter's famous blue bird logo with X has significantly dented its brand value. Getty Images
Elon Musk's decision to replace Twitter's famous blue bird logo with X has significantly dented its brand value. Getty Images

Elon Musk's first year at X: One of the most tumultuous sagas in business history


Alvin R Cabral
  • English
  • Arabic

Elon Musk is marking his first year at the helm of X, the social media platform formerly known as Twitter, on October 28 – and to say that a lot has happened over the past 12 months would be an understatement.

We look back at the saga between Mr Musk and the social media company, highlighting key dates that triggered a series of events that defined one of the most tumultuous acquisitions and transitions in business history.

December 21, 2017: An innocent tweet?

Not everyone knows this but on this day, Mr Musk sends out one of his first tweets, simply saying, “I love Twitter”. Twitter founder Jack Dorsey responds with, “Same”, before another user says, “You should buy it then”.

Mr Musk's answer? “How much is it?”

It is unclear if this tweet triggered anything in Mr Musk to make his famous offer about five years later.

January 31 to April 4, 2022: Taking stock

Mr Musk begins to buy Twitter stock as he quietly begins to build his stake. On April 4, he becomes the company's biggest individual shareholder, and this is made public owing to Securities and Exchange Commission regulations. Twitter invites him to be a member of its board, as long as he does not own more than 14.9 per cent of shares.

On April 9, he declines the seat on the board. Two days later, he files an amended disclosure with the SEC so he can buy as much shares as he desires, setting off speculation on his intentions.

April 14: The beginning of the saga

Mr Musk makes a surprise $44 billion offer, at $54.20 a share, to buy Twitter in what is described as a hostile takeover bid. The company's board says it will review the bid.

The following day, Twitter triggers a “poison pill” – allowing shareholders to buy stock at a discount if their ownership exceeds 15 per cent – to deter Mr Musk.

April 25: It's a deal

After much wrangling and barbs traded – including locking horns with then Twitter chief executive Parag Agrawal over the company's estimates of spam accounts – Twitter gives in and agrees to be bought. A deal is set to be finalised before the end of 2022.

Mr Musk then says he will promote free speech on the platform, tackle the spam problem and make it open source, among other promises.

April 29 to May 4: Raising funds

After selling Tesla stock worth about $25 billion in the six months up to this point, Mr Musk says he has received more than $7.1 billion in new equity funding from various investors to help finance his Twitter takeover.

On May 26, he personally commits $6.25 billion to the Twitter acquisition.

May 7: Grand plans

Mr Musk lays out a pitch, seen by the New York Times, in which he intends to boost Twitter's revenue by five times to $26.4 billion by 2028.

His projected revenue in six years will mean a compound annual growth rate of more than a quarter from the $5 billion reported by Twitter in 2021.

June 16: First face-off with Twitter staff

Mr Musk's first open discussion with staff at Twitter includes views on freedom of speech, remote work, aliens and job cuts.

That last one proves to be a sign of things to come.

June 22: Board endorsement

Twitter’s board recommends that shareholders approve the $44 billion sale of the company to Mr Musk. The proposed deal is fair and in the best interests of the social media platform and its stockholders, a US SEC filing shows.

July 29 to October 4: Yes, no, yes

Mr Musk files paperwork stating that he is terminating his transaction to purchase Twitter, claiming the company has failed to meet requests to give him relevant business information.

Lawsuits ensue – Mr Musk files one to terminate the deal on August 30 – but, eventually, he decides to push through on October 4.

October 28: 'Let that sink in'

Mr Musk completes his $44 billion acquisition of Twitter after tumultuous months of back and forth. A day before, he turns up at Twitter's headquarters in San Francisco with a kitchen sink to drive the point home.

Tesla chief executive Elon Musk arriving with a sink at the Twitter headquarters in San Francisco on October 26, 2022. AFP
Tesla chief executive Elon Musk arriving with a sink at the Twitter headquarters in San Francisco on October 26, 2022. AFP

On the same day, he fires Mr Agrawal, chief financial officer Ned Segal and legal policy, trust and safety boss Vijaya Gadde.

October 29: Minus ads

General Motors suspends paid advertisements on Twitter and says it will only resume when it has a better understanding of what will happen to the platform with Mr Musk in control.

More companies express concern about the direction Twitter intends to take under its new leadership.

By November 26, Twitter has lost at least half of its major advertisers, representing a loss of about $750 million, non-profit watchdog Media Matters reports.

October 30: 'Fire' starter

The New York Times and Washington Post report that Mr Musk plans to fire staff at Twitter. The following day, the Post says this will be a quarter of its global workforce.

The company begins to lay off staff on November 4. The following day, Twitter cuts its global workforce by half, triggering a lawsuit from some employees. The layoffs are estimated to be about 3,700. Entire teams, including key units such as public relations, are scrapped.

However, Twitter backtracks a bit on November 7 and asks some of those fired to return.

On November 17, Mr Musk gives Twitter staff an ultimatum to sign an agreement that they will work with “hardcore” intensity or leave the company. This ultimatum leads to the exit of a large number of employees. About 1,200 more employees quit on November 19.

On November 27, Twitter says, “we're recruiting”. By January 21, 2023, Twitter's headcount had fallen to 1,300.

Soon thereafter, users and celebrities begin to leave Twitter as they look for alternative platforms.

October 31: Tightening up

Mr Musk says Twitter's verification process is being revamped, without giving any further details, in an apparent attempt to rein in spam accounts.

November 1: Tweeter-in-chief

Mr Musk becomes Twitter's chief executive and dissolves its board to become sole director.

November 6: Making it tick

Twitter starts giving users who agree to pay a monthly subscription of $8 a verified check mark, days after Mr Musk floats the idea of a different verification system.

However, on November 9, Twitter previews the “Official” label, as confusion reigns over the paid blue tick system.

November 17: Talk of long-form tweets begins

Mr Musk talks about having longer tweets. The character limit for a tweet at the time stands at 280, having been doubled from 140 in 2017.

On January 8, 2023, he says long-form tweets will be introduced in February. True to his word, a 4,000-character limit is introduced on February 9.

On March 23, he floats the idea of 10,000 characters with simple formatting tools. On April 14, Blue subscribers are finally given the privilege of using this feature.

November 25: Amnesties and colourful tiers

Mr Musk says he wants to grant an “amnesty” for suspended accounts, which online safety experts predict will lead to a rise in harassment, hate speech and misinformation.

On December 2, online safety campaigners claim hate speech has increased on the platform since he took over.

On the same day, he says the company will introduce new coloured user tiers: a “gold check for companies, grey check for government, blue for individuals (celebrity or not) and all verified accounts will be manually authenticated before check activates. Painful, but necessary”.

December 12: Office auction

Twitter auctions off a host of items from its San Francisco headquarters, part of Mr Musk's attempts to cut costs and stem losses. On January 19, 2023, a bird logo statue from Twitter's headquarters is sold for $100,000.

Speaking of auctions, on January 12, 2023, Twitter says it will consider auctioning off popular user names to make more money.

December 13: Blue is back – for a fee

Mr Musk reintroduces the Twitter Blue subscription offering weeks after it was pulled back because of imitation accounts – with Apple users paying more.

The new service will cost $8 a month for those who sign up via the web browser, and $11 for iPhone users.

On February 18, 2023, Twitter says it will be charging its users to use two-factor authentication to secure their accounts via text message.

On March 31, 2023, Mr Musk defends his controversial pay model, saying social media platforms not following suit will be swarmed by bots, resulting in failure.

Celebrities, meanwhile, are warned of impostors as the April 1 deadline for subscribing to blue ticks looms. Twitter eventually removes those blue ticks from users who do not pay up.

On September 19, 2023, Mr Musk suggests that Twitter will make users pay a “small” fee to use the service.

December 18: Stepping down as chief executive

Mr Musk puts out a poll asking his followers whether he should remain Twitter chief executive or not.

He promises to abide by the results. The poll ends with about 58 per cent saying he should step down, which he does.

On December 21, Mr Musk says he will resign once he finds someone who is “foolish enough to take the job”.

January 31, 2023: Into payments

Twitter said it is moving forward with plans to introduce a payments feature on its platform to tap into new revenue streams, as the platform applies for licences across the US.

February 3: Ad-sharing for creators

Mr Musk said Twitter will start sharing advertising revenue with some content creators, “ads that appear in their reply threads”, without giving further details.

February 6: Breaking even?

Mr Musk claims Twitter has been saved from bankruptcy, is in a stronger financial position and on track to break even. This appears to be good news given that he had revealed, soon after acquiring the company, that it was losing $4 million a day and at risk of going bankrupt.

On March 4, the Wall Street Journal reports that Twitter's revenue and adjusted earnings fell by 40 per cent on an annual basis in December as several advertisers withdrew.

February 22: Opening up

Mr Musk says Twitter's algorithm could be opened up to the public as soon as the end of February.

Twitter does open up parts of its code to the public on April 1, and Mr Musk says the company will open source “literally everything”.

April 11: X doesn't mark the spot?

Twitter merges with Mr Musk's X Corp as the company is positioned to be an “everything app”. The company eventually rebrands as X – apparently his favourite letter – and its famous blue bird logo is replaced with a stylised “X”.

Experts had issued warnings that this would harm the brand's value – and this turns out to be true as the move wipes off about $20 billion from its brand value.

Before this, on April 4, Mr Musk temporarily replaces Twitter's logo with the Shiba Inu dog associated with the Dogecoin cryptocurrency.

May 12: A new chief executive

Mr Musk confirms former NBCUniversal advertising head Linda Yaccarino will become X's next chief executive. She begins her new role on June 6.

Among her pledges is to make X the world’s “most accurate real-time information source and a global town square for communication”. She also says X could be profitable in 2024.

Mr Musk remains X's chief technology officer and chairman of the board.

NBCUniversal advertising head Linda Yaccarino assumed the role of X's chief executive on June 6. Getty Images
NBCUniversal advertising head Linda Yaccarino assumed the role of X's chief executive on June 6. Getty Images

June 1: Sign in to view tweets

Twitter requires users to have an account and be logged in, in order to view user profiles and tweets, a move Mr Musk claims will prevent data from being “pillaged so much”.

Twitter's restrictions on viewing its content affect its presence on Google, as tweets no longer show up at the top of the search engine's results.

August 18: Dropping the blocks

Mr Musk says the “block” feature – which he says “makes no sense” – will soon no longer be available for users. This draws concern from users who say it is a shield against things such as hate speech and online harassment.

October 20: For a premium

X says it plans to launch two new premium subscription models. However, the company does not disclose the subscription rates and the launch timetable.

October 26: Hello, voice and video calls

X announces the introduction of voice and video calls – idea was first floated by Mr Musk on May 10. While only premium subscribers can make calls at present, all accounts can receive them.

The specs

Engine: 4.0-litre V8 twin-turbocharged and three electric motors

Power: Combined output 920hp

Torque: 730Nm at 4,000-7,000rpm

Transmission: 8-speed dual-clutch automatic

Fuel consumption: 11.2L/100km

On sale: Now, deliveries expected later in 2025

Price: expected to start at Dh1,432,000

BABYLON
%3Cp%3EDirector%3A%20Damien%20Chazelle%3C%2Fp%3E%0A%3Cp%3EStars%3A%20Brad%20Pitt%2C%20Margot%20Robbie%2C%20Jean%20Smart%3C%2Fp%3E%0A%3Cp%3ERating%3A%204%2F5%3C%2Fp%3E%0A
Look%20Both%20Ways
%3Cp%3EDirector%3A%20Wanuri%20Kahiu%3Cbr%3EStars%3A%20Lili%20Reinhart%2C%20Danny%20Ramirez%2C%20David%20Corenswet%2C%20Luke%20Wilson%2C%20Nia%20Long%3Cbr%3ERating%3A%203%2F5%3Cbr%3E%3C%2Fp%3E%0A

Indoor cricket in a nutshell
Indoor Cricket World Cup - Sept 16-20, Insportz, Dubai

16 Indoor cricket matches are 16 overs per side
8 There are eight players per team
9 There have been nine Indoor Cricket World Cups for men. Australia have won every one.
5 Five runs are deducted from the score when a wickets falls
4 Batsmen bat in pairs, facing four overs per partnership

Scoring In indoor cricket, runs are scored by way of both physical and bonus runs. Physical runs are scored by both batsmen completing a run from one crease to the other. Bonus runs are scored when the ball hits a net in different zones, but only when at least one physical run is score.

Zones

A Front net, behind the striker and wicketkeeper: 0 runs
B Side nets, between the striker and halfway down the pitch: 1 run
C Side nets between halfway and the bowlers end: 2 runs
D Back net: 4 runs on the bounce, 6 runs on the full

HEY%20MERCEDES%2C%20WHAT%20CAN%20YOU%20DO%20FOR%20ME%3F
%3Cp%3EMercedes-Benz's%20MBUX%20digital%20voice%20assistant%2C%20Hey%20Mercedes%2C%20allows%20users%20to%20set%20up%20commands%20for%3A%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20Navigation%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20Calls%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20In-car%20climate%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20Ambient%20lighting%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20Media%20controls%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20Driver%20assistance%3C%2Fp%3E%0A%3Cp%3E%E2%80%A2%20General%20inquiries%20such%20as%20motor%20data%2C%20fuel%20consumption%20and%20next%20service%20schedule%2C%20and%20even%20funny%20questions%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3EThere's%20also%20a%20hidden%20feature%3A%3C%2Fstrong%3E%20pressing%20and%20holding%20the%20voice%20command%20button%20on%20the%20steering%20wheel%20activates%20the%20voice%20assistant%20on%20a%20connected%20smartphone%20%E2%80%93%20Siri%20on%20Apple's%20iOS%20or%20Google%20Assistant%20on%20Android%20%E2%80%93%20enabling%20a%20user%20to%20command%20the%20car%20even%20without%20Apple%20CarPlay%20or%20Android%20Auto%3C%2Fp%3E%0A
Company profile

Name: Back to Games and Boardgame Space

Started: Back to Games (2015); Boardgame Space (Mark Azzam became co-founder in 2017)

Founder: Back to Games (Mr Azzam); Boardgame Space (Mr Azzam and Feras Al Bastaki)

Based: Dubai and Abu Dhabi 

Industry: Back to Games (retail); Boardgame Space (wholesale and distribution) 

Funding: Back to Games: self-funded by Mr Azzam with Dh1.3 million; Mr Azzam invested Dh250,000 in Boardgame Space  

Growth: Back to Games: from 300 products in 2015 to 7,000 in 2019; Boardgame Space: from 34 games in 2017 to 3,500 in 2019

Profile of Tarabut Gateway

Founder: Abdulla Almoayed

Based: UAE

Founded: 2017

Number of employees: 35

Sector: FinTech

Raised: $13 million

Backers: Berlin-based venture capital company Target Global, Kingsway, CE Ventures, Entrée Capital, Zamil Investment Group, Global Ventures, Almoayed Technologies and Mad’a Investment.

Why does a queen bee feast only on royal jelly?

Some facts about bees:

The queen bee eats only royal jelly, an extraordinary food created by worker bees so she lives much longer

The life cycle of a worker bee is from 40-60 days

A queen bee lives for 3-5 years

This allows her to lay millions of eggs and allows the continuity of the bee colony

About 20,000 honey bees and one queen populate each hive

Honey is packed with vital vitamins, minerals, enzymes, water and anti-oxidants.

Apart from honey, five other products are royal jelly, the special food bees feed their queen 

Pollen is their protein source, a super food that is nutritious, rich in amino acids

Beewax is used to construct the combs. Due to its anti-fungal, anti-bacterial elements, it is used in skin treatments

Propolis, a resin-like material produced by bees is used to make hives. It has natural antibiotic qualities so works to sterilize hive,  protects from disease, keeps their home free from germs. Also used to treat sores, infection, warts

Bee venom is used by bees to protect themselves. Has anti-inflammatory properties, sometimes used to relieve conditions such as rheumatoid arthritis, nerve and muscle pain

Honey, royal jelly, pollen have health enhancing qualities

The other three products are used for therapeutic purposes

Is beekeeping dangerous?

As long as you deal with bees gently, you will be safe, says Mohammed Al Najeh, who has worked with bees since he was a boy.

“The biggest mistake people make is they panic when they see a bee. They are small but smart creatures. If you move your hand quickly to hit the bees, this is an aggressive action and bees will defend themselves. They can sense the adrenalin in our body. But if we are calm, they are move away.”

 

 

Key facilities
  • Olympic-size swimming pool with a split bulkhead for multi-use configurations, including water polo and 50m/25m training lanes
  • Premier League-standard football pitch
  • 400m Olympic running track
  • NBA-spec basketball court with auditorium
  • 600-seat auditorium
  • Spaces for historical and cultural exploration
  • An elevated football field that doubles as a helipad
  • Specialist robotics and science laboratories
  • AR and VR-enabled learning centres
  • Disruption Lab and Research Centre for developing entrepreneurial skills
What is Reform?

Reform is a right-wing, populist party led by Nigel Farage, a former MEP who won a seat in the House of Commons last year at his eighth attempt and a prominent figure in the campaign for the UK to leave the European Union.

It was founded in 2018 and originally called the Brexit Party.

Many of its members previously belonged to UKIP or the mainstream Conservatives.

After Brexit took place, the party focused on the reformation of British democracy.

Former Tory deputy chairman Lee Anderson became its first MP after defecting in March 2024.

The party gained support from Elon Musk, and had hoped the tech billionaire would make a £100m donation. However, Mr Musk changed his mind and called for Mr Farage to step down as leader in a row involving the US tycoon's support for far-right figurehead Tommy Robinson who is in prison for contempt of court.

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Most sought after workplace benefits in the UAE
  • Flexible work arrangements
  • Pension support
  • Mental well-being assistance
  • Insurance coverage for optical, dental, alternative medicine, cancer screening
  • Financial well-being incentives 
Landfill in numbers

• Landfill gas is composed of 50 per cent methane

• Methane is 28 times more harmful than Co2 in terms of global warming

• 11 million total tonnes of waste are being generated annually in Abu Dhabi

• 18,000 tonnes per year of hazardous and medical waste is produced in Abu Dhabi emirate per year

• 20,000 litres of cooking oil produced in Abu Dhabi’s cafeterias and restaurants every day is thrown away

• 50 per cent of Abu Dhabi’s waste is from construction and demolition

Rashid & Rajab

Director: Mohammed Saeed Harib

Stars: Shadi Alfons,  Marwan Abdullah, Doaa Mostafa Ragab 

Two stars out of five 

Gulf Under 19s final

Dubai College A 50-12 Dubai College B

UAE%20PREMIERSHIP
%3Cp%3E%3Cstrong%3EFinal%3A%3C%2Fstrong%3E%20Dubai%20Hurricanes%20v%20Jebel%20Ali%20Dragons%0D%3Cbr%3E%0DSaturday%2C%208.15pm%2C%20Al%20Ain%20Amblers%0D%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ESemi-final%20results%3C%2Fstrong%3E%0D%3Cbr%3EDubai%20Exiles%2020-26%20Dubai%20Hurricanes%0D%3Cbr%3EDubai%20Tigers%2032-43%20Jebel%20Ali%20Dragons%0D%3C%2Fp%3E%0A%3Cp%3E%3Cstrong%3ETable%3C%2Fstrong%3E%0D%3Cbr%3E1%20Dubai%20Tigers%2C%2033%20points%0D%3Cbr%3E2%20Dubai%20Exiles%2C%2024%20points%0D%3Cbr%3E3%20Dubai%20Hurricanes%2C%2018%20points%0D%3Cbr%3E4%20Jebel%20Ali%20Dragons%2C%2014%20points%0D%3Cbr%3E5%20Abu%20Dhabi%20Harlequins%2C%2014%20points%3C%2Fp%3E%0A
Profile of Hala Insurance

Date Started: September 2018

Founders: Walid and Karim Dib

Based: Abu Dhabi

Employees: Nine

Amount raised: $1.2 million

Funders: Oman Technology Fund, AB Accelerator, 500 Startups, private backers

 

Banned items
Dubai Police has also issued a list of banned items at the ground on Sunday. These include:
  • Drones
  • Animals
  • Fireworks/ flares
  • Radios or power banks
  • Laser pointers
  • Glass
  • Selfie sticks/ umbrellas
  • Sharp objects
  • Political flags or banners
  • Bikes, skateboards or scooters
Classification of skills

A worker is categorised as skilled by the MOHRE based on nine levels given in the International Standard Classification of Occupations (ISCO) issued by the International Labour Organisation. 

A skilled worker would be someone at a professional level (levels 1 – 5) which includes managers, professionals, technicians and associate professionals, clerical support workers, and service and sales workers.

The worker must also have an attested educational certificate higher than secondary or an equivalent certification, and earn a monthly salary of at least Dh4,000. 

The%20Sandman
%3Cp%3ECreators%3A%20Neil%20Gaiman%2C%20David%20Goyer%2C%20Allan%20Heinberg%3C%2Fp%3E%0A%3Cp%3EStars%3A%20Tom%20Sturridge%2C%20Boyd%20Holbrook%2C%20Jenna%20Coleman%20and%20Gwendoline%20Christie%3C%2Fp%3E%0A%3Cp%3ERating%3A%204%2F5%3C%2Fp%3E%0A
What vitamins do we know are beneficial for living in the UAE

Vitamin D: Highly relevant in the UAE due to limited sun exposure; supports bone health, immunity and mood.Vitamin B12: Important for nerve health and energy production, especially for vegetarians, vegans and individuals with absorption issues.Iron: Useful only when deficiency or anaemia is confirmed; helps reduce fatigue and support immunity.Omega-3 (EPA/DHA): Supports heart health and reduces inflammation, especially for those who consume little fish.

Game Changer

Director: Shankar 

Stars: Ram Charan, Kiara Advani, Anjali, S J Suryah, Jayaram

Rating: 2/5

Electoral College Victory

Trump has so far secured 295 Electoral College votes, according to the Associated Press, exceeding the 270 needed to win. Only Nevada and Arizona remain to be called, and both swing states are leaning Republican. Trump swept all five remaining swing states, North Carolina, Georgia, Pennsylvania, Michigan and Wisconsin, sealing his path to victory and giving him a strong mandate. 

 

Popular Vote Tally

The count is ongoing, but Trump currently leads with nearly 51 per cent of the popular vote to Harris’s 47.6 per cent. Trump has over 72.2 million votes, while Harris trails with approximately 67.4 million.

Karwaan

Producer: Ronnie Screwvala

Director: Akarsh Khurana

Starring: Irrfan Khan, Dulquer Salmaan, Mithila Palkar

Rating: 4/5

A%20QUIET%20PLACE
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UAE%20medallists%20at%20Asian%20Games%202023
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The specs

Engine: 6.2-litre supercharged V8

Power: 712hp at 6,100rpm

Torque: 881Nm at 4,800rpm

Transmission: 8-speed auto

Fuel consumption: 19.6 l/100km

Price: Dh380,000

On sale: now 

UAE currency: the story behind the money in your pockets
Updated: October 28, 2023, 1:21 PM