TikTok is reportedly developing a separate version of its app for U.S. users, with a planned launch date of Sept. 5. The current app would stop functioning in the U.S. by March 2026. Users in the US would be required to download the new app to continue accessing the platform. This could be seen as a pre-mature preparation for a forced divestiture amid ongoing U.S. government pressure over its Chinese ownership.
The roll out of a U.S.-specific app could impact audience targeting, ad delivery, and data continuity. A forced app transition might disrupt user behavior, shrink available data signals, or reset algorithmic learning, especially if the new version operates under different infrastructure or policies. Marketers may need to adjust campaign strategies and prepare for potential platform fragmentation or policy shifts tied to the app’s new ownership.
The report of a new app in the making surfaced just days after President Donald Trump said the U.S. is reengaging in talks with China about a potential deal. Trump claimed the government “pretty much” has a deal to sell the app, though no final agreement has been confirmed.
TikTok’s deadline to divest has already been extended multiple times, with the current cutoff set for Sept. 17. It is supposedly bracing for a government-mandated sale by building a clean slate app for the U.S. market.
However, the timeline and deal structure remain fluid.
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