Apple has officially resumed advertising on X, the platform formerly known as Twitter, after more than a year-long hiatus. This decision marks a significant shift in Apple’s approach to Elon Musk’s controversial social media platform, despite ongoing concerns over content moderation and Musk’s personal actions.
Back in November 2023, Apple, along with several other major brands, pulled its advertisements from X following backlash against Musk’s online behavior. His posts, which included references to antisemitic conspiracy theories and controversial statements, led to widespread criticism. Companies such as Amazon, Disney, Comcast, Warner Bros. Discovery, and IBM also halted their ad spending on the platform, citing concerns over brand safety.
At the core of the controversy was X’s shifting content moderation policies. Since Musk’s acquisition of the platform in 2022, X has faced scrutiny for allowing misinformation, hate speech, and extremist content to spread more freely. The relaxed approach to content regulation raised red flags for advertisers concerned about the safety of their brands.
Now, more than a year later, Apple’s return to X suggests that the company has reconsidered its stance. Recently, Apple’s official accounts have resumed promotional activity, with the AppleTV account advertising its show Severance and the main Apple account emphasizing privacy features on Safari. While Apple had reportedly been discussing this move internally since January 2025, its decision to return has caught many by surprise, as X’s moderation policies remain largely unchanged.
Apple is not alone in reversing its ad pause. Disney, Comcast, and Amazon, all of whom previously distanced themselves from X, have also begun to reinvest in advertising on the platform. Amazon, in particular, is reportedly planning a significant boost in its ad spending, signaling a broader trend of major brands returning to X.
One possible driver behind this shift is the changing political landscape. Since Donald Trump resumed the presidency in 2025, tech companies appear to be adjusting their strategies accordingly, particularly in relation to Musk’s influence. Musk has maintained a close relationship with Trump, leading some analysts to speculate that businesses may see advantages in aligning with platforms associated with him.
Regulatory concerns remain a point of contention. In early 2025, the European Union launched an investigation into X’s content moderation practices, accusing the platform of potential transparency violations in digital advertising. Despite these pressures, major brands seem to be prioritizing their advertising reach over possible reputational risks, suggesting a pragmatic approach to platform engagement.
Apple’s return to X underscores a broader reality in digital marketing: while concerns over brand safety are significant, business considerations often take precedence. The ability to reach a large audience remains a crucial factor in advertising decisions, regardless of controversy.
As X continues to reclaim corporate advertisers, it remains to be seen whether the platform will institute stronger content moderation policies or if advertisers will simply adapt to the current environment. Apple’s decision suggests that, for now, the potential business benefits of advertising on X outweigh its ongoing controversies. This development may set a precedent for how major brands navigate advertising in an era where digital platforms frequently become focal points of political and social debate.
