Apple has resumed its advertising on X, which it had paused in November 2023 amidst concerns about hate speech on the platform and its contentious relationship with Elon Musk. Following a noticeable increase in hate speech, especially after Musk's endorsement of an antisemitic post, Tim Cook indicated the company was reassessing its advertising strategy. With major brands also returning to X, speculation arises that Apple’s decision could be an attempt to mend relations with Musk, though the lack of a clear explanation leaves uncertainty about the motivations behind this change.
Apple's return to advertising on X after a hiatus hints at a complex relationship with the platform, indicating a potential shift in strategy amidst social media controversies.
The decision to resume advertising follows a period of declining relations, accusations of hate speech, and inconclusive public statements from Apple about its advertising policies.
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