Apple’s iTunes account has returned after a six-year silence to promote a new album.
Between an explicit song about fiancé Travis Kelce and a public feud with Charli XCX, Taylor Swift has had no shortage of headlines lately.
Now, fans are probably well aware of her recent album drop.
The pop superstar returned on Friday (3 October) with her twelfth studio album, The Life of a Showgirl. And seemingly, it was big enough to bring Apple iTunes' X account back to life.
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The music platform posted the new album cover, encouraging fans to pre-order the album to receive 'exclusive content' after its release.
“The Life of a Showgirl era takes center stage,” the post read. “Pre-order [Taylor Swift’s] new album on iTunes now and get exclusive content once it drops on October 3rd.”
The post went live at 3:13 pm EST on 10 September and was the first time the account posted since 10 July 2019, when it reposted something from Apple TV.
iTunes also updated its profile picture, header photos and bio to promote Swift's album.
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Life of a Showgirl follows Swift's last album release, The Tortured Poets Department, which was released on April 19, 2024.
Since her last release, Swift purchased her masters which means she now owns the rights to her first six studio albums, which were previously held by Shamrock Holdings (who had acquired them from Scooter Braun).
Swift revealed the new album during an appearance on Travis Kelce's New Heights podcast. The announcement was made in a snippet from the podcast episode with Kelce's brother Jason.
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Earlier this year, Swift and Kelce got engaged, announcing it with a joint social media post on 26 August 2025. Reports later confirmed that they had actually gotten engaged a couple of weeks before the public announcement.
Meanwhile, Kelce is currently in the midst of his 13th season with the Kansas City Chiefs. They lost their Week 1 game against the Los Angeles Chargers, though Kelce managed to score a touchdown. The Chiefs then hosted the Philadelphia Eagles in Week 2—the same team that defeated them in Super Bowl 59.
People couldn't help but comment on iTunes' sudden return to X after years of silence.
"the way iTunes rose from the dead for this," the first user wrote.
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"No tweet since 2019… oh this is SERIOUS," another comment read.
"This being their first post in 6 years is wild," a third user claimed.
"The new social media team must’ve dug out the old password book," someone else joked.