Apple returns to advertising on X after a year-long break

Apple

Apple has started advertising on X after more than a year of staying away from the platform. The Cupertino-giant had stopped running ads on Twitter in November in 2023, after Elon Musk promoted antisemitic posts on the platform.

Now, Apple is testing the waters again. The company’s @Apple account is running ads promoting Safari’s privacy features. The @AppleTV account is also putting promotional posts for the Apple TV+ show Severance. MacRumors was among the first to spot these ads.

Apple’s move doesn’t come as a shock because only last month, a report suggested that the company was considering a return to X. Now, it seems to have taken that step—at least for now.

Apple was not the only company that had stopped posting ads on the platform. Other major brands like Disney, Coca-Cola, Sony, IBM, and Comcast had also paused advertising on X at different times. Many, including Disney, have since resumed advertising, but with caution.

Musk, who acquired Twitter in 2022 and rebranded it as X, has relaxed content moderation rules on the platform. This has led to concerns about extremist views gaining traction.

Despite Apple’s ad freeze, CEO Tim Cook and other top executives like marketing chief Greg Joswiak have remained active on X. However, former Apple marketing head Phil Schiller left the platform and moved to alternatives like Mastodon and Bluesky.