Will an "everything app" ever succeed in the US?

Under Elon Musk’s leadership, Twitter has officially rebranded as X. The company is now on its quest to become an “everything app” aka a super-app — just like every other social media company.

When Meta launched Threads, Elon tweeted: “Any social media monopoly is despair.”

A few weeks later, Twitter is both suddenly (yet slowly) rebranding as ‘X’ — the everything app.

And despite me being dramatic, hopping on the opportunity to say I’m a widow — I actually don’t hate this move. But we’ll get into that later.

As Scott Galloway said in 2021, “The firm that establishes super-app leadership in America will be the most valuable company in history.”

Elon’s statement this week mirrored that sentiment: “X will become the most valuable brand on Earth. Make my words.”

Today we’re talking about what we can learn from China’s fascinating social media landscape, the super-app competition in the US and if there will ever be a winner, if Twitter’s rebrand to ‘X’ makes sense, what else Elon is getting right vs wrong, and some other good stuff.

It’s a fascinating case study that we get to experience in real-time.

Let’s get into it.