Apple's senior vice-president Phil Schiller has revealed that he ditched Instagram when it went to Android on 3 April, one week before Instagram was bought by Facebook for $1bn.
"It 'jumped the shark' when it went to Android," he said, according to 9to5Mac, who saw Schiller's Twitter post regarding why he had deleted the app. This response has lead to a lot of speculation, with some reporters suggesting that Schiller turned his back on Instagram due to its association with arch-enemy Google.
The initial question was posed by Clayton Braasch, who has gone into more detail about the exchange in his blog. Following the initial Twitter exchange, Braasch emailed Schiller for more information. Schiller's email response suggested that his reason for leaving the app was simply that it had got too big.
Schiller wrote: "Instagram is a great app and community. That hasn't changed. But one of the things I really liked about Instagram was that it was a small community of early adopters sharing their photographs. Now that it has grow(n) much larger the signal to noise ratio is different. That isn't necessarily good or bad, it's just not what I originally had fun with."
Prior to 3 April Instagram was an iOS-only app but following the availability on Android the app saw a massive spike in users. This spike was the reason Facebook's Mark Zuckerberg agreed to buy the company, according to Business Insider.