In a recent Axios report, it is revealed that Apple has decided to pause all its advertising on X, currently known as Twitter. This decision arises from concerns expressed in a previous report, which noted the appearance of ads from Apple and other companies alongside far-right and anti-Semitic content on the platform.
Anonymous sources cited by Axios confirm that Apple is “pausing all advertising” on X, without providing details on the duration of this measure. IBM made a similar decision last week, announcing the suspension of all its advertising on the same platform.
A Media Matters report highlighted the appearance of advertisements from several companies, including Apple, alongside posts containing far-right conspiracy theories and anti-Semitic content. This finding has led major market players to reconsider their advertising strategies on the platform.
Anti-Semitic content
Apple’s decision is also influenced by Elon Musk’s public support for an anti-Semitic tweet, in which “Jewish communities” were accused of fostering “dialectical hatred against whites.” Musk commented on the tweet backing the claim, sparking controversy on social media.
The history between Apple and Musk has been tense, especially since Musk acquired X last year. At the time, Apple reduced its advertising on the platform, with Musk accusing the company of hating free speech. After a meeting between Musk and Tim Cook at Apple Park, advertising resumed.
Although no information has been provided on the duration of the ad break, this measure highlights the growing concern of companies about partnering with platforms that do not guarantee a safe advertising environment. So far, Apple has not commented on the Axios report, leaving uncertainty about the future of its advertising presence on X on hold.
Elon Musk, the billionaire CEO of X and Tesla, has been at the center of a series of controversies with Apple since acquiring X.
At the time, Musk accused Apple of threatening to block X from its app store without giving a reason.. Additionally, he claimed that Apple had stopped advertising on X. These comments seem to confirm that content moderation on X is an issue for Apple.
In a series of tweets, Musk questioned why Apple had stopped advertising on X and criticized Apple’s alleged monopoly in the market. He accused Apple of curbing free speech and criticized the 30% fee the company imposes on apps and in-app purchases sold on iOS devices, such as the iPhone.
The dispute was resolved after Musk met Tim Cook, Apple’s CEO, at Apple Park later that year.. After the meeting, Musk claimed that Apple had never threatened to remove X from the App Store and that it had all been a “misunderstanding.” Musk called the conversation “good” and after that point, Apple “completely resumed” advertising.
These events highlight the tense relationship between Musk and Apple, which along with Google, serve as the main gatekeepers of mobile apps. Any expulsion from Apple’s, or Google’s, app store would be detrimental to X’s business.
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