Why Rename Twitter ‘X’? Musk Aims at ‘Everything App’: QuickTake

Long before Elon Musk’s $44 billion purchase of Twitter Inc. last year, he would talk about building an all-encompassing service called “X.” In typical Musk fashion, the concept was expansive and amorphous. Then over a weekend in July, he kickstarted that venture by abruptly changing the name and logo of the influential social media platform. Now dubbed X, it’s the start of the billionaire’s vision to transform Twitter into what he’s calling “the everything app.”

1. Why did Twitter rebrand to X?

Musk wants to evolve the social media site from a public messaging service into something ...