Apple has seemingly resumed advertising on X.
Apple is once again running ads on the social media platform X, after the company previously stopped all advertising on the website due to the presence of objectionable content on it.
The iPhone maker hasn’t marketed its products and services on X, formerly known as Twitter, since November 2023, but all of that seemingly changed on Tuesday. New advertisements have appeared on the website, following a January 2025 report that indicated the company was looking to resume its marketing efforts on X, which turned out to be true.
One of the ads recently posted by Apple promotes the privacy features of the Safari web browser, emphasizing that it helps protect users against online trackers. “A browser that’s actually private,” the advertisement reads.
Apple’s initial decision to pause X advertising was made due to concerns regarding some of the statements and comments made by the platform’s CEO, Elon Musk, particularly because he promoted and interacted with an arguably hateful post directed towards the Jewish community in the United States.
Naturally, there was immediate pushback from the platform’s users, who quickly turned to alternative websites and apps such as Bluesky, Threads, and Mastodon. It’s also why select tech companies, including Apple, ceased all advertising on X. In both instances, the fear was that their content would appear alongside posts with discriminatory, racist, homophobic, or otherwise objectionable content from self-proclaimed Neo-Nazis or alt-right accounts.
Musk’s apparent desire for “free speech” meant that the social media platform experienced an increase in right-wing and even discriminatory content ever since he took control. Under Musk’s control, users are often able to post overtly sexist, racist, and extremist content, even expressing admiration for figures such as Hitler in some instances due to limited moderation.
The CEO himself has repeatedly made claims of alleged racism towards white people and believes that hordes of illegal immigrants are ruining the United States, among other things, making him a controversial figure at the very least.
In 2023, Apple was able to distance itself from Musk’s comments by promptly shutting down all advertising on X. The situation has since changed dramatically, however, as Musk is now in charge of the so-called “Department of Government Efficiency,” which operates outside of the federal government but still reports to President Trump.
This means that Musk ultimately has much more influence, being more than the CEO of a social media platform, even though he is not an elected official.
Given Musk’s apparent role under the Trump administration, it makes sense that Apple would attempt to reconcile in some way. Apple’s CEO Tim Cook has attended dinners with President Trump, and even donated $1 million of his own money to the inauguration.
Musk was reportedly present during some of these interactions, so it’s possible that there were discussions of resuming advertising on X.
Apple is likely introducing X ads to appease Elon Musk because of his newfound political importance.
Tim Cook already has an established strategy for dealing with Donald Trump, where conversations typically focus on a singular issue that affects Apple. It seems that Apple now has to find ways of appeasing Elon Musk as well, presumably due to his newfound importance.
This is likely the only logical explanation as to why Tim Cook, an openly gay man, would choose to interact with someone like Musk, who has repeatedly shared anti-LGBT content on his platform.
Advertising on X, with the associated implications and consequences, is likely significant enough for Apple and Tim Cook to overlook some of Musk’s arguably questionable antics. It’s possibly all part of a larger move to gain the favor of the Trump administration, its allies, and Republican lawmakers.
The iPhone maker recently renamed the Gulf of Mexico to the Gulf of America in Apple Maps, following an executive order signed by President Trump on January 20, 2025.
It’s not entirely clear if Apple’s made a genuine commitment, though, or if the company is merely experimenting with X ads. The company’s advertising posts have relatively low engagement levels, with the Safari advert only reaching around 129 thousand views — a minuscule amount compared to the millions of Apple users worldwide.
Though Apple maintains a presence on X via its official accounts, and through the accounts of its executives, it remains to be seen whether or not the iPhone maker will increase or decrease its advertising efforts on the platform, or if it will revert to its previous position. Outside influences seem to be playing a part beyond simply wanting to show ads to users.
