More than a year has passed since Apple paused advertising on X over brand safety concerns. Soon, however, Apple may begin advertising on X again.
That’s according to the Wall Street Journal, which has published a report on Amazon’s decision to buy in on X and Apple’s talks to reconsider the pause.
Amazon is ramping up ad spending on Elon Musk’s X, according to people familiar with the situation, a major shift after pulling much of its advertising more than a year ago, a time when many brands had concerns about hate speech on the platform. […]
Apple, which pulled all of its ad dollars from X in late 2023, in recent weeks has had discussions about testing out ads on the platform, according to a person familiar with the situation.
What’s good for the goose is good for the gander?
The report adds that companies who have already returned to advertising on X are doing so with spend rates much lower than before Elon Musk acquired Twitter and renamed it X.
Prior to pausing advertising on X, Tim Cook was asked directly by CBS’s John Dickerson about the company’s views on the platform:
“It’s something that we ask ourselves. Generally, my view is Twitter’s an important property,” Cook said in that interview. “I like the concept that it’s there for discourse and there as a town square. There’s also some things about it I don’t like.”
Cook, who has recently spent a lot of time in Washington celebrating President Trump’s second term, has also crossed paths with Elon Musk, possibly sparking a conversation on Apple’s advertising pause on X.
What do you think? Has the climate changed such that Apple no longer needs to worry about advertising under a post that doesn’t share the company’s values? Should brand safety not be a concern if advertising on X provides a good return on investment? Share your thoughts in the comments.
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