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Apple has resumed advertising on the social media platform X, formerly known as Twitter, after previously halting its marketing efforts due to concerns over objectionable content.

The tech giant had paused all ads on the platform in November 2023, but new promotional material, including an ad highlighting Safari's privacy features, appeared on X in early 2025.

Apple initially withdrew from X due to controversial remarks and interactions made by the platform's owner, Elon Musk.

Specifically, Musk faced backlash for engaging with content deemed antisemitic, raising concerns that Apple's advertisements might appear alongside harmful or discriminatory posts.

Following this, several major tech companies, including Apple, opted to pull their ads, fearing associations with content violating their brand values.

According to Apple Insider, Musk's vision for X as a space for "free speech" led to a rise in right-wing and extremist content, with reports indicating an increase in racist, sexist, and offensive posts due to reduced content moderation.

While Apple took a firm stance by discontinuing its advertising on X in 2023, its return suggests a strategic shift, possibly influenced by Musk's growing political significance.

Since taking control of X, Musk has expanded his influence beyond the tech industry. His role in the "Department of Government Efficiency," which reports directly to President Trump, has increased speculation that Apple's renewed advertising on X is a calculated move to maintain positive relations with key political figures.

Apple's CEO, Tim Cook, has historically navigated complex relationships with political leaders, including attending events with Trump and donating to his administration.

Amazon and Apple Signal Renewed Interest in X Advertising

Apple's return to X also comes at a time when other major corporations, including Amazon, are reconsidering their advertising strategies on the platform.

Amazon, for instance, has expressed interest in increasing its ad spending on X, signaling a shift in how tech giants are approaching social media marketing despite previous controversies.

X has struggled to retain advertisers since Musk's acquisition, leading to a significant revenue decline.

Concerns over Musk's outspoken views and the platform's content moderation policies prompted many companies to withdraw their marketing efforts.

However, recent changes, including enhanced content moderation tools designed to prevent ads from appearing next to controversial content, have contributed to a gradual resurgence of advertisers.

Beyond, a company managing brands like Overstock and Bed, Bath & Beyond, recently collaborated with X to promote products through targeted content, Digital Information World said.

X's CEO, Linda Yaccarino, revealed that over 1,500 advertisers had returned to the platform in a span of 12 weeks, regaining nearly 90% of the advertisers who had previously left.

Apple's decision to return to X does not necessarily indicate a long-term commitment, as engagement levels on its new ads remain relatively low.

The company continues to maintain an official presence on the platform, but it is unclear whether Apple will expand or scale back its advertising efforts in the future.

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Apple, X