As millions log in to their Threads account for the first time, they’re likely to see a bunch of high-profile companies that are already there.

Threads, the emerging social platform, is on the brink of achieving a remarkable milestone, as it is poised to surpass 100 million users within a mere four days.

Notable among this vast user base is a host of celebrities, the renowned fast-food chain Wendy’s, and now even a handful of Apple accounts.

The true turning point for Threads would be the inclusion of Phil Schiller, a seasoned veteran from Apple, onto the platform. Widely regarded as the greatest senior vice president of marketing in Apple’s history, Schiller had previously garnered attention when he opted to delete his Instagram account due to the removal of beloved filters in favor of accommodating Android phones, a move that displeased him as an iPhone user.

However, Threads necessitates an Instagram account, prompting Schiller’s return to the platform.

Additionally, Schiller had deactivated his Twitter account amidst its declining state, only to resurface with a new presence on Mastodon, a different online platform. Remarkably, Apple’s official brand accounts can be found on various platforms, but Mastodon was yet to be included.

However, the scenario has now undergone a drastic transformation, with Apple News being the pioneer to join the Threads community. Subsequently, accounts representing Apple Books, Apple Music, Shazam, and Beats by Dre have also made their presence felt on this burgeoning social platform.

Given the ease with which one can join Threads if they possess an existing Instagram account, Apple’s substantial presence on Instagram, encompassing accounts for Apple itself, Apple TV, and Apple Fitness+, further underscores their commitment to the novel Twitter-like platform. The inclusion of Beats as an active participant, while the other accounts currently serve as placeholders, amplifies the significance of this move.

This development holds immense significance on multiple levels. Firstly, it serves as a testament to Apple’s dedication towards endorsing and embracing this brand new social platform, as they have not shown a similar level of endorsement for Mastodon. Moreover, it exemplifies the rapid mainstream adoption of Threads, despite its mere days of existence, as demonstrated by the staggering number of users approaching the 100 million mark.