I’m very tired of seeing pop science articles describe this so incorrectly. It’s a similar mistake as describing quantum computing as simultaneously trying a bunch of solution states “in parallel.”
The multiverse theory doesn’t imply any “splitting” action and certainly no such thing as special measurement or collapse.
If you make a measurement that distinguishes one universe from another, then “you” just discover which Everett branch you happened to have belonged to all along. It’s no different from observing outcomes of a random variable. Your mind is ignorant of a certain state of affairs, you measure something, now you’re slightly less ignorant of the state of affairs.
I am so sick of these articles. Multiverse QM is a settled debate. Move on.