Apple resumes advertising on X after year-long pause over brand safety

Apple is back to advertising on X for the first time in over a year. The company was among several that pulled ads over brand safety concerns after Elon Musk took over the platform. At the time, Musk had supported antisemitic posts from far-right users, and a report revealed that ads from brands like Apple were appearing alongside pro-Nazi content.

However, while X’s content moderation policies haven’t changed much, the dynamics between Big Tech and Musk have shifted since President Donald Trump took office. On Wednesday (Feb. 12), MacRumors noticed that Apple is back in the ad game on X, with the @Apple account promoting Safari’s privacy features. The @AppleTV account has been running ads for the Apple TV+ series Severance.

wait am i stupid and misremembering or were there very specifically No apple ads on twitter for a while? they’re back now? pic.twitter.com/NwQVKl7W96

— caitlin