After the absence of more than a year of Apple in X (previously Twitter), the company has announced again, and this is great news, because it is the return of the most influential company in the world A, probably, the most social network important of the moment.
Apple stopped investing in advertising on Twitter in November 2023, after Elon Musk, its owner, did controversial comments that caused the stampede of several major brands. Now, the company has reversed and resumed its advertising campaigns in the social network, but what happened to Apple decided to leave the platform?
Why Apple left X
Since Musk bought Twitter in 2022 and renamed it as xthe platform has been mired in constant chaos. One of the most controversial changes was the drastic reduction in content moderation, which allowed extremist speeches, hate messages and misinformation to proliferate without control in the social network. This generated a climate of distrust among advertisers, who did not want their brands to appear next to toxic content that did not represent them.
That is why Apple was one of the many companies that decided to remove their advertising from the platform, along with other giants such as Disney, Coca-Cola, Sony, IBM and Comcast. The drop that filled the glass was a Musk comment in 2023 in which he backed conspiracy theories and published messages considered anti -Semites. This led to a massive advertising exodus, leaving X in an even deeper financial crisis.
Despite the boycott, Apple never completely broke its relationship with X. Tim Cook and Greg Joswiak, two of the company's main executives, have maintained their active accounts on the platform. However, other workers of the Cupertino company, such as the former Marketing Chief Phil Schiller, chose to leave and go to alternatives such as Mastodon or Bluesky.
In January 2025, it was leaked that Apple was considering returning to X, and now the company has begun to show ads on the social network. Campaigns have been detected by promoting the privacy functions of Safari and the series Severance Apple TV+, confirming your return, although cautiously.
Why does Apple return to X right now?
Apple's movement could respond to a commercial strategy rather than a position change. Although X has lost relevance, it is still a platform with millions of users and a attractive showcase For certain campaigns. In addition, Musk has tried to attract advertisers with discounts and guarantees on the safety of brands on the platform.
Apple's return to X is a victory for Musk, who has been struggling to recover much of the advertisers after the crisis of 2023. However, uncertainty is still there. If Musk star again by controversies or the platform becomes an even more toxic environment, Apple could reconsider its decision and retire again.
For now, the only sure thing is that the company has decided to give X a second chance, although the future of this relationship remains uncertain.
