Should Apple continue to buy advertising on Twitter? The question was directly asked to the CEO of the brand. And for good reason, a growing number of contents on X are the antithesis of the values displayed by the computer manufacturer.
If only one remains, it would probably be Apple: the computer manufacturer continues to financially support Twitter, by purchasing advertising space on the social network. And this despite the escapades and other positions taken by the owner, Elon Musk, several of whose decisions go against Apple’s fine humanist words. Tim Cook nevertheless suggested that he could withdraw his marbles if the situation worsened.
Apple supports Twitter… until when?
To what extent support X and Elon Musk? The social network, formerly known as Twitter, can boast of counting Apple among its main advertisers. Including at the time of the billionaire’s takeover at the end of last year, when the majority of large companies decided to pause their advertising investments, taking time to see what happened. Not all of them came back. Besides, Elon Musk still has deplored at the beginning of September that turnover from sales of advertising space in the United States had fallen by 60%. But Apple remains faithful to the position, and Tim Cook explained why during an interview with CBS News : “ My opinion on Twitter is that it is an important platform. I like the idea of it serving as a place for discussion and a public square. There are also certain aspects that I don’t like! “.
Asked about suspicions of rampant anti-Semitism on the platform, the Apple boss says that “ there is no room for that “. The question of maintaining purchases of advertising space on Twitter arises “ constantly “, he explains. Apple’s advertising budget, very important for the social network, could therefore be put back in the balance in the event of a deviation…
Elon Musk attributes part of the drop in revenue to the ADL, the Anti-Defamation League, a well-established American organization that fights against anti-Semitism. It would put pressure on advertisers not to buy ads on
Despite everything, the owner of Twitter decided to file a defamation complaint against the ADL. During a discussion with Israeli Prime Minister Benjamin Netanyahu, Elon Musk assured that he was “ against anti-Semitism ” And ” anything that could promote hatred and conflict “. This posture did not prevent the Israeli Prime Minister from calling on the businessman to better fight anti-Semitism on his platform. “I hope that you will find the ability to put an end to anti-Semitism (on X) or to reduce it as much as possible,” said the politician.
Read Does Elon Musk want to make Twitter a right-wing platform?
Apple’s Big Gap in Texas
Tim Cook was also asked about Apple’s place in Texas. The company employs 10,000 people on its Austin campus, but if the American state promotes its “pro business” climate, on the political side anti-gay and anti-trans legislation has increased in recent years. The boss of Apple, who publicly made his coming out a few years ago, isn’t he embarrassed around the edges?
“ There will always be situations when we sell or work in links where we have a difference of opinion on something “, he replied, then kicking into touch: “ We are part of a community and we advocate for change, rather than retreating behind our walls and isolating ourselves “. Apple gives a roughly identical answer when its leaders are asked if they support the increasingly repressive policies in China. Apple remains on site to “advocate for change”. Another continent, same gap between speech and facts. For now, the position of Apple and its CEO seems tenable. Until when ?
Source :
CBS News