Apple Inc has resumed its advertising spending on social media platform X after a 15-month break. The move comes as CEO Tim Cook attended Donald Trump’s presidential inauguration, where Elon Musk was also present.
The return to ad spending by Apple follows Elon Musk’s increase in reach of an antisemitic post on the platform in November 2023. Many advertisers pulled support from X due to Musk’s response, which included a profanity-laced comment.
However, Apple has launched new ads showcasing Safari’s focus on privacy and promoting its Apple TV+ account for the second season of “Severance”. The campaign aims to highlight the platform’s benefits.
The resumption of ad spending by Apple is seen as a positive development for X, which has grown its EBITDA despite revenue falling since Musk bought the company for $44 billion in 2022. With major advertisers back on board, revenue could improve in 2025 and contribute to the company’s financial turnaround under Musk.
Apple’s X account has 9.7 million followers and no posts. The platform is expected to recover with all major advertisers returning, which could lead to improved revenue growth in 2025.
Source: https://www.benzinga.com/general/social-media/25/02/43703296/apple-is-back-with-ads-on-x-after-halting-platform-spending-in-2023-over-elon-musks-posts