Bob Iger’s Disney wanted Apple, Twitter, and 007
Bob Iger confirmed in an interview with The Financial Times that Disney nearly acquired Twitter and explored a merger with Apple during his tenure as CEO. These missed opportunities, along with a failed bid for the James Bond franchise, signal a historical tension between Disney’s desire for content dominance and the risks of platform-based distractions.
Why did Disney walk away from buying Twitter?
Bob Iger told The Financial Times that Disney almost purchased Twitter from cofounder Jack Dorsey at a “very attractive price.” Iger intended to use the social network as a global distribution engine for Disney’s content.
He ultimately abandoned the deal the morning it was set to close. Iger cited concerns that managing a social media platform would become a “horrible distraction” for the entertainment company. This decision preceded Elon Musk’s 2022 acquisition and subsequent rebranding of the platform to X.
What happened with the proposed Apple merger?
Disney entered early discussions regarding a potential merger with Apple, a move Iger described to The Financial Times as “truly transformational.” However, the talks stalled because Apple “didn’t show that much interest.”
The relationship between the two companies was previously defined by the 2006 Pixar acquisition. Iger noted that his initial call with Steve Jobs led to a quick agreement to place Disney content on the first video iPod. Iger attributed this success to Jobs’ belief that Disney had moved past its “lumbering” bureaucracy.
How did Disney lose the race for James Bond?
James Bond was part of a strategic acquisition list that included Marvel and Star Wars. While Disney successfully integrated those brands, the 007 franchise remained out of reach. Iger did not provide specific details on why the Bond bid failed.
The franchise eventually landed with Amazon. According to The Verge, Amazon acquired the distribution rights through its 2022 purchase of MGM and later spent over $1 billion to secure full creative control of the franchise in February 2025.
What does this mean for the future of media mergers?
The contrast between Disney’s successful IP grabs (Marvel, Lucasfilm) and its failed platform plays (Twitter, Apple) suggests a new era of “ecosystem” warfare. Companies no longer just want the movies; they want the “pipe” through which the movie is delivered.
Current trends indicate that traditional studios may struggle to compete with the capital of companies like Amazon. While Disney focused on content quality, Amazon’s $1 billion investment in Bond creative control shows a willingness to overpay for “anchor” IP that keeps users inside a retail and streaming ecosystem.
The appointment of Josh D’Amaro as CEO on March 18th marks a new chapter. With Iger expected to leave the board in December, Disney’s future strategy will likely weigh the “distraction” of tech platforms against the necessity of owning the distribution channel.
Comparison: Disney’s Acquisition Strategy
| Target | Outcome | Primary Driver |
|---|---|---|
| Pixar/Marvel/Star Wars | Success | Content Library Expansion |
| Abandoned | Distribution Platform | |
| Apple | Failed | Strategic Merger |
| James Bond | Lost to Amazon | Legacy IP Control |
Frequently Asked Questions
Who is the current CEO of Disney?
Josh D’Amaro, the former Disney Experiences chairman, took over as CEO on March 18th.
Why didn’t Disney buy Twitter?
According to Bob Iger, he walked away from the deal because he feared the platform would be a “horrible distraction” from Disney’s core business.
Who owns the James Bond franchise now?
Amazon owns the franchise after acquiring MGM in 2022 and paying over $1 billion for full creative control in February 2025.
Do you think Disney made a mistake by skipping the Twitter acquisition?