In response to the recent controversy surrounding Elon Musk’s contentious remarks, Apple has decided to suspend all advertising on social network X, formerly known as Twitter. This move follows Musk’s antisemitic comments, which triggered a wave of criticism and prompted several advertisers, including IBM and the European Union, to withdraw their ads from the platform.
Background on Apple’s Relationship with X: Despite a mass exodus of advertisers following Musk’s takeover of Twitter, Apple continued to be one of the platform’s major ad partners. Musk had previously acknowledged Apple’s ongoing support, even labeling the tech giant as one of Twitter’s “biggest advertisers” in March. However, this new development signals a significant shift in Apple’s stance.
History of Tensions: This isn’t the first time Apple and Musk have found themselves in a contentious situation. In November 2022, Apple temporarily suspended ads on Twitter, prompting Musk to accuse Apple of being against “free speech” and alleging that Apple threatened to remove Twitter from the App Store. The dispute was eventually resolved after a meeting between Musk and Apple CEO Tim Cook at Apple Park.
Current Situation and Uncertain Future: The recent controversy stems from Musk’s latest comments and evidence suggesting that X is displaying Apple ads alongside pro-Hitler content. The nature of these developments has left the tech giant, along with other companies, reevaluating their relationship with Twitter. It remains unclear if Apple will reconsider advertising on the platform in the future.
Industry-Wide Impact: Apple is not alone in distancing itself from Twitter ads, as IBM announced its withdrawal this week, and the European Union has also chosen to cease advertising on the platform. The White House has condemned Musk’s comments, and X employees have reportedly received calls from upset companies, reflecting the broader implications of Musk’s statements on the social network.
