Fact Checked by 
Apple is back to advertising on X for the first time in over a year. The company was among several that pulled ads over brand safety concerns after Elon Musk took over the platform. At the time, Musk had supported antisemitic posts from far-right users, and a report revealed that ads from brands like Apple were appearing alongside pro-Nazi content.
However, while X’s content moderation policies haven’t changed much, the dynamics between Big Tech and Musk have shifted since President Donald Trump took office. On Wednesday (Feb. 12), MacRumors noticed that Apple is back in the ad game on X, with the @Apple account promoting Safari’s privacy features. The @AppleTV account has been running ads for the Apple TV+ series Severance.
wait am i stupid and misremembering or were there very specifically No apple ads on twitter for a while? they’re back now? pic.twitter.com/NwQVKl7W96
— caitlin 🐈⬛ ☃️❄️ (@mctleycrxe) February 13, 2025
Apple and others begin advertising again on X
Apple is just one of many major brands that have hit pause on advertising on X at some point, joining names like Disney, Coca-Cola, Sony, IBM, and Comcast. But now, with Apple back in the mix, all of these brands have tentatively resumed advertising on the platform.
Amazon is also reportedly planning to ramp up its ad spending on X, according to The Wall Street Journal. This comes after X filed an antitrust lawsuit in August 2024 against a group of major advertisers, accusing them of an “illegal boycott” and claiming they colluded to withhold billions in ad revenue.
Musk took over Twitter in 2022 and rebranded it as X the following year. Under his authority, the platform has loosened its content moderation policies, allowing extremist views to spread more freely. Just this week, Kanye West went on an anti-Semitic and generally offensive rant on X before eventually deleting his account. Instead of a suspension, his posts only received a content warning.
Despite this, Apple’s top executives, including CEO Tim Cook and marketing chief Greg Joswiak, have stayed active on X since Musk’s takeover. However, former marketing chief Phil Schiller took a different approach, leaving the platform entirely and shifting to alternatives like Mastodon and Bluesky.
ReadWrite has reached out to Apple for comment.
Featured image: Canva / Grok
