Apple has officially resumed advertising on X, the social media platform previously known as Twitter, over a year after it withdrew its ad campaigns due to concerns about antisemitic content surfacing alongside corporate advertising. This significant move comes after a turbulent period in which political dynamics shifted, notably with Donald Trump reclaiming the presidency and Elon Musk positioning himself as a prominent ally.
Approximately 15 months after pausing its ad spend on the platform, Apple has introduced at least two new advertising campaigns. One campaign, featured on the official Apple account, promotes the Safari web browser, while another highlights the Apple TV series Severance.
Interestingly, these advertisements are not visible on the respective accounts’ profiles. This is a common practice for Apple, which typically opts to run ads that do not appear on their feed, instead allowing the platform to serve these ads directly to users.
Despite the hiatus from advertising, Apple executives, including CEO Tim Cook, have remained active on the platform. It’s currently uncertain how extensive their ad campaigns are, with the Safari advertisement reportedly achieving over 600,000 impressions shortly after its launch. Other companies that previously exited X have also returned, but many have done so with notably reduced advertising budgets.