Tech Desk 
Feb 13, 2025
Apple has resumed advertising on X (formerly Twitter) after pausing its ads for more than a year. The iPhone maker was among several big companies that stopped spending on the platform in 2023 due to concerns about brand safety and content moderation under Elon Musk’s ownership.
According to MacRumors, Apple was spotted running new ads for Safari’s privacy features and the Apple TV+ show Severance on X.
Interestingly, this is the company’s first return to the platform after months of debates about whether to resume ad spending. Other major brands like Amazon, Disney, Warner Bros. Discovery, and IBM had also pulled out but have since returned.
Apple initially stopped advertising on X in November 2023 after Musk made controversial remarks about antisemitic conspiracy theories and white pride.
Many brands were concerned about the platform’s content policies, which had already drawn criticism for failing to control misinformation, hate speech, and other harmful content.
Moreover, X has also been facing legal challenges. In August 2024, the company filed an antitrust lawsuit against major advertisers, alleging they had engaged in an illegal boycott and withheld billions in ad revenue.
While Apple is not part of the lawsuit, its return to X suggests a shift in the relationship between big tech and Musk.
