Apple is also back to advertising on X
After a 14-month pause, Apple is advertising on X again.
The company, along with a handful of other large orgs, paused ads on the social network in November 2023 after owner Elon Musk endorsed an antisemitic post. Around that time, watchdog groups found that ads on X were appearing near antisemitic content.
By coming back to X, Apple joins other returning major advertisers, including Amazon, Disney, Comcast, and IBM. Ad spending levels are still significantly below what they were before Musk acquired the platform, according to reports.
X’s content moderation strategy doesn’t appear to have shifted majorly in that time and, per data from Similarweb, its traffic hasn’t risen significantly since November, either. “Our user growth is stagnant, revenue is unimpressive, and we’re barely breaking even,” Musk reportedly wrote in a January email to X staff that was seen by The Wall Street Journal. (Musk later denied sending any such email.)
The likely culprit for the companies’ return: Musk’s close relationship with President Trump.
By coming back to X, Apple joins other returning major advertisers, including Amazon, Disney, Comcast, and IBM. Ad spending levels are still significantly below what they were before Musk acquired the platform, according to reports.
X’s content moderation strategy doesn’t appear to have shifted majorly in that time and, per data from Similarweb, its traffic hasn’t risen significantly since November, either. “Our user growth is stagnant, revenue is unimpressive, and we’re barely breaking even,” Musk reportedly wrote in a January email to X staff that was seen by The Wall Street Journal. (Musk later denied sending any such email.)
The likely culprit for the companies’ return: Musk’s close relationship with President Trump.
