This week, Apple has resumed its advertising efforts on Elon Musk’s X platform. The tech giant previously suspended all ads on X in November 2023 after Musk endorsed an antisemitic post that circulated on the site.
As noted by DMN reader Colin on Wednesday, Apple has kicked off an ad campaign on X highlighting Safari’s commitment to user privacy. The advertisement states, “Safari helps keep your personal data safe.” A similar campaign is being executed across other social media platforms, including Instagram. The Apple TV account is also promoting Severance through X ads.
While Apple has not publicly commented on the rationale behind its return to advertising on X, it’s worth mentioning that Apple CEO Tim Cook has a rapport with President Trump, having attended the inauguration last month alongside Musk. It’s reasonable to assume that Musk and Cook might have discussed X advertising directly.
Apple’s earlier choice to suspend advertising on X in November 2023 was prompted by Musk himself backing a tweet that made antisemitic claims against “Jewish communities” for fostering “dialectical hatred against whites.” Musk had tweeted in support of that statement, saying, “You have said the actual truth.” Following this incident, major companies like Disney, IBM, and Comcast also stopped their advertising on X.
After these companies pulled their ads, Musk expressed his sentiments in an interview:
I hope they stop. Don’t advertise. If someone’s going to try and blackmail me with advertising, blackmail me with money…go fu*k yourself.
Go fu*k yourself. Is that clear?
In November 2024, Disney, Comcast, and IBM all resumed their advertising on X, and now Apple is following suit.
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