In just one week, TikTok's future has changed incredibly challenging to nearly impossible. Last week, the company was struggling to regain trust. This week, they are simply trying to survive through the weekend. This change for the company comes as the White House has taken direct aim at TikTok and parent company ByteDance. On Friday, President Trump told reporters on Air Force One that they were drafting an Executive Order to ban TikTok within the US.
The move comes at the same time that ByteDance was looking to unload the brand onto an American company. The idea being that, if TikTok were owned by an American tech company and the daily management and operations were managed within the borders of the US, it would change the perception of the brand within the government. This concept comes during a week where the US government has taken 4 of the biggest tech companies, Amazon, Apple, Facebook, and Google, to task for their own behavior. So, clearly being owned by a US company does not mean the US government will leave them alone.
The top contender for the purchase has been Microsoft. The fact that Microsoft wasn't part of the Congressional inquery this week could have made the sale a more calm possibility. The White House seems to have an affinity for Microsoft, with some encouragement being made for Microsoft to win the JEDI contract. But, the sale to Microsoft was also mentioned during the Friday conversation with reporters. President Trump said that he was not a fan of the idea of a sale of TikTok to Microsoft and would oppose it if it were to become a reality.
As a result on this comment, reports suggest that Microsoft and ByteDance have suspended their conversations about the sale. This doesn't mean that the deal is dead, but both companies involved are looking to the White House to seek additional information about what a sale could look like in regards to interaction with regulators.
So, this brings us back to the potential outright ban on the platform within the US. Secretary of State Mike Pompeo said today that the ban is coming in the next few days. This would be a massive move, and potentially the biggest presidential move for Trump. However, there is some fight back against the potential of a ban. But, the concern doesn't come from where you might think, but instead from the American Civil Liberties Union (ACLU). They claim that banning the app is an affront to free speech. Of course, if that were the case, it would mean that TikTok is the only way for people to commuinicate. The case is, it is far from the only way that people can communicate with one another. In fact, it is far from the only short form video platform.
As this upcoming week progresses, this scenario will continue to change. In the end, there is no telling what the future of TikTok will be, but chances are that it will not be the same on Friday as it is on Monday.