By Julia Zorthian
March 3, 2016

Apple, the technology giant and pioneer, today made a leap into new territory: customer service tweets.

The company launched an account this morning called ‘Apple Support,’ to which people can Tweet with pleas for support. The service promises tips and tutorial tweets, as well as individualized responses to queries.

Based on its replies, the account is already actively helping out people who can’t make it into the nearest Genius Bar.

“We can help you with the restore of the iPhone. Please DM us how you’re restoring it and if you receive an error message,” Apple tweeted to one person whose iCloud hasn’t backed up his phone for two days.

Apple is somewhat late to the Twitter customer service game. But the company has never been particularly prolific at tweeting — it doesn’t have a centralized Twitter account.

Write to Julia Zorthian at julia.zorthian@time.com.

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