Dive Brief:

• Apple launched its @AppleSupport Twitter account yesterday—its first Twitter presence that doesn’t focus on a single product and responds to customers' requests for help. 
• The Twitter account answers questions about a number of issues related to Apple IDs, iPhones, and other Apple offerings, and issues regular tweets of tips and tricks for Apple products. 
• Twitter has recently taken steps to make its platform easier for consumers and brands to communicate, allowing brands to send private messages to consumers in response to a public tweet and consumers to direct message brands with feedback.

Dive Insight:

Apple's Support account is the company’s first Twitter account to act like a Genius Bar, offering advice and troubleshooting on the full range of Apple offerings. The account's launch comes as Apple is fighting the FBI to create a "backdoor" to the iPhone to aid in an investigation, a move that has been supported by a laundry list of tech companies.

Twitter has been building out its customer service capabilities recently to facilitate one-to-one communication between consumers and brands. According to a June 2015 post from the social media company, 77% of consumers who had a personalized brand interaction said that they were likely to recommend the brand. Apple is smart to bring its famous in-store customer service to Twitter, and it seems that it may be creating even more loyalty along the way.

Once more, the company is becoming more accessible as it takes center stage with the FBI battle, in what’s starting to look like a battle for public opinion. And Twitter’s strength as a communication tool has attracted the world’s biggest brand—a win/win for both tech giants.