Apple this month started advertising on X for the first time in more than a year. The company had stopped advertising on the social media platform in November 2023 following controversial remarks made by its owner Elon Musk.

For example, the @Apple account is running an ad promoting Safari’s privacy features. The ad was spotted by MacRumors contributor Aaron Perris. The @AppleTV account has also been running ads for the Apple TV+ show Severance.

A report last month indicated that Apple was considering advertising on X again, and evidently it has decided to do so, at least for now.

Apple is one of many major brands that have paused advertising on X at least once, with others including Disney, Coca-Cola, Sony, IBM, Comcast, and more. Disney and many other brands have cautiously returned to advertising on the platform since.

Musk acquired Twitter in 2022, and rebranded the platform as X the following year. Under his ownership, X has taken a softer approach to content moderation, allowing extremist views to proliferate on the platform. Also, disgraced rapper Kanye West made a series of racist and sexist posts on X last week, before deactivating his account.

Apple’s CEO Tim Cook, and other senior executives at the company like marketing chief Greg Joswiak, have maintained a presence on Twitter-turned-X ever since Musk acquired the platform. Apple’s former marketing chief Phil Schiller decided to leave the platform, however, and moved to other platforms like Mastodon and Bluesky.
This article, “Apple Resumes Advertising on X” first appeared on MacRumors.com