As X actively rolls out new features aimed at increasing monetization on its platform, it is also experimenting with changes to how the app behaves.

In a recent announcement on X by product manager Nikita Bier, it was revealed that links shared in posts will now open directly within the iOS app using a built-in browser.

This may seem like a minor technical detail, but it has significant implications for users, content creators, and the open web…

A Proprietary Browser to Keep Users on X?

Until now, clicking a link in an X post would open it in the device’s default browser. This could soon change, however.

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Instead, some iOS users are now experiencing web pages that load directly within X. This new interface keeps sharing and reaction buttons visible, enabling users to comment or like without leaving the page.

According to Nikita Bier, this design addresses a frequent issue where posts with links tend to receive less engagement because users would leave the app.

However, with this new system, interactions can be more easily maintained even during the browsing session. Through this feature, the social network aims to keep conversations within X while also gathering more comprehensive engagement data.

An Acknowledged Retention Strategy

This initiative aligns with Elon Musk’s vision of transforming X into a true “super-app,” where reading, sharing, and discussion all happen in one place.

However, this convenience has a downside, as users lose certain freedoms, such as access to their bookmarks, passwords, or browser extensions. Thus, the promise of seamless navigation comes at the cost of increased platform control over the user experience…

A New Exposure Model for Media?

The situation presents a mixed bag for publishers… On one hand, this integration could boost the visibility and sharing of their articles. On the other, visits may become less meaningful, as users no longer leave X and spend less time on the websites themselves.

Nevertheless, the platform may soon stop penalizing posts that contain links, which have typically performed poorly in the algorithm. If this change is implemented, media outlets might regain better reach… but still within a framework dictated by X.

By experimenting with its own browser, X continues its transformation into a fully integrated social network, where every click remains under its control. This strategic choice further solidifies its business model and raises ongoing questions about the future of the open web…