Apple has resumed advertising on the X social media platform, marking the first time in over a year that Apple has run ads on the service. The Cupertino firm ceased advertising on X back in November 2023, following controversial remarks made by X owner Elon Musk.
The @Apple account has posted an ad promoting Safari’s privacy features. The ad was spotted by MacRumors contributor Aaron Perris. Meanwhile, the @AppleTV account is also running ads for popular Apple TV+ series Severance.
Apple is definitely not the only major brand that has paused advertising on X at least once, as Disney, Coca-Cola, Sony, IBM, Comcast, and others have also done so. Now we are seeing many of these companies cautiously return to advertising on the platform in recent months.
X under Musk, who purchased Twitter in 2022 and then rebranded the social platform as X the following year, has taken a more lenient approach to content moderation, which many believe allow extremist views to flourish on the platform.
While Apple may not have been advertising on X over the last year or so, that doesn’t mean that the company’s senior executives, including CEO Tim Cook, have continued to maintain a presence on the social platform, despite Musk’s acquisition. The notable exception was Apple’s former marketing chief Phil Schiller, who moved to other platforms like Mastodon and Bluesky.
