Apple takes up advertising on X after more than a year

Apple has resumed advertising on the X social media platform, after interrupting all promotional activities due to the presence of inappropriate content. The iPhone manufacturer has not engaged in the marketing of its products and services on X, formerly known as Twitter, since November 2023.

However, this changed Tuesday when new advertisements started to appear on the platform. This development follows a January 2025 report, which suggested that Apple envisaged a return to marketing on X, a prediction that has now materialized.

One of the recent advertisements highlights the confidentiality of the Safari web browser, affirming its ability to protect users from online monitoring. The announcement declares: “A browser that is really deprived.”

https://www.youtube.com/watch?v=MLBGFHTMZYK

Apple’s initial decision to suspend advertising on X came from concerns concerning the declarations made by the CEO of the platform, Elon Musk, in particular his commitment with a position which was perceived as hateful towards the Jewish community in the States -Unis.

This has led to important reactions from users, many of whom have migrated to alternative platforms such as Bluesky, Threads and Mastodon. Consequently, several technological companies, including Apple, have chosen to withdraw their advertising from X.

The apprehension was that their advertisements could be displayed alongside the content deemed discriminatory, racist or homophobic, often associated with extremist groups. The emphasis on Musk on “freedom of expression” led to a notable increase in right and discriminatory content because it took control of the platform.

Under his direction, users have often been able to share openly sexist, racist and extremist opinions, with limited moderation allowing admiration expressions for controversial historical personalities.

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