Apple chief Tim Cook is the latest high-profile figure to join micro-blogging site Twitter.
Tweeting from the @tim_cook handle, the Apple CEO's first message focused on his recent visit to a nearby Apple Store for the new iPhone launch.
"Visited Retail Stores in Palo Alto today. Seeing so many happy customers reminds us of why we do what we do," Cook wrote.
Cook is gathering thousands of followers by the minute; in just under 10 minutes, he jumped from 8,000 to 24,000, and that number has continued to climb, standing at over 230,000 now.
Cook is currently following 29 people, including Laurene Powell Jobs, the late Steve Jobs' wife, media personalities Anderson Cooper, Thomas Friedman, and Jimmy Fallon, as well as the band Kings of Leon.
Also on the list is the newspaper for Cook's alma mater, Auburn University, and Duke University's basketball team, as well as the RFK Center and its president, Kerry Kennedy.
Two Apple execs also made the cut, Eddy Cue and Phil Schiller.
Neither man has been particularly chatty on Twitter, though Schiller did wish people a "Happy iOS 7 Day!" last week, and re-tweeted Cook's first tweet.
We've managed to get our hands on Apple's latest flagship smartphone, so check out our iPhone 5S review to find out what we think of it.