Tim Cook Explains Why Apple Still Advertises on X

Apple stands out for a lot of things. One of them is obviously its premium products that work like a charm, especially if you’re part of the Apple ecosystem.

But another thing that the company does really well is advertising. You’ve probably seen many different cool ads from Apple, and it’s because the company puts a lot of thought into them.

But Apple doesn’t just focus on what it advertises; it also focuses on where it should show its ads. 

One of the platforms that Apple uses is X, the social network previously known as Twitter. While this platform was once host to a large audience of people from different walks of life, the user base has decreased in recent times due to many of the changes in the service’s policies.

One of the biggest changes was the new CEO, Elon Musk, who bought Twitter outright two years ago for $44 billion and has been at the center of a few controversies since taking control.

In the midst of these controversies, Tim Cook acknowledges that he’s been wondering if Apple should still advertise on the platform X. Although Apple stopped offering human tech support via X a few months ago, that wasn’t exclusive to that one social network, and Apple doesn’t appear to have made significant cutbacks in terms of ads. However, while the company will continue to advertise on X for the time being, this might not always be the case.

What’s Going on With X and Elon Musk?

Since Elon Musk took over Twitter, there have been a lot of controversies behind the man and the platform. 

However, most recently Musk has posted several tweets that many see as empowering antisemitic behavior. This has caused a lot more people to reconsider their engagement with X as a whole.

These changes have resulted in some companies pulling their ads from X, adding that they also won’t even be advertising during the holiday season. 

Will Apple Continue to Advertise on X (Twitter)?

Along the same lines, many have wondered if Apple will also decide to cut its ads from the X platform since the company is all about respecting everyone equally. 

CBS News decided to go right to the source and ask Tim Cook if Apple should continue to advertise on X. 

Cook responded that this is “something we ask ourselves,” and that there are things he doesn’t like.

However, it seems Apple will continue to advertise on X, at least for now. Cook didn’t mention if that may change in the future, but he considers X to be an “important property” that exists for discourse. 

You Will Still Apple Ads on X

It seems Apple ads aren’t going anywhere on X. While Apple isn’t going anywhere, there have been many companies that have decided to pull the plug on their X ads. 

But that’s not all; users have also gone down in recent times. According to a report from Mint, X’s usage has gone down 11.6% since Elon Musk took over, dropping to 225 million users.

Despite this, X believes it will become profitable by 2024 as Musk strives to turn it into an “everything” network that will also handle shopping and personal finance. Whether that will happen remains to be seen.