When you know @Apple has been tweeting, but its profile is void of any tweets. twitter.com/apple/status/7…

@stop Twitter began debating this advertiser feature while I was still working there. Some employees called it nullcasting. I call it confusion.

@stop This “feature” isn’t new. @waxpancake documented some of his research into “promoted-only tweets” earlier this year. medium.com/message/stupid…

@stop But now, a new high-profile user (@Apple) has been experimenting with it at one of the peaks in their news cycle and attention periods.