Apple has resumed advertising on social media platform X after a year-long hiatus, citing the need for more flexibility and control over its content. The move comes as X continues to struggle with issues of extremism and hate speech under new owner Elon Musk.
The company’s return to X is notable, given that many other major brands have paused or permanently removed their ads from the platform due to concerns over moderation and safety. However, Apple has stated it will continue to monitor the situation and make adjustments as needed.
As part of its renewed presence on X, Apple has begun running ads promoting Safari’s privacy features, including a recent ad featuring the @Apple account. The company’s @AppleTV account is also back in action, advertising the upcoming show Severance.
Despite Musk’s efforts to soften content moderation policies, extremist views continue to be a problem on X. In recent weeks, disgraced rapper Kanye West faced backlash for racist and sexist posts on the platform, leading many to question its suitability as a viable advertising space.
Apple’s decision to return to X may provide some stability for brands looking to reach younger audiences, but it also highlights the ongoing challenges of social media moderation and safety.
Source: https://www.macrumors.com/2025/02/12/apple-resumes-advertising-on-x