Apple je odlučio pauzirati sve oglašavanje na društvenoj mreži X, nekada poznatoj kao Twitter, nakon najnovijih antisemitskih izjava koje je Elon Musk izrekao u srijedu, javlja Axios. Nakon što su oglašivači napustili X nakon što je Musk preuzeo tu društvenu mrežu, Apple je nastavio plaćati oglasne prostore i bio je jedan od najvećih oglašivača na Twitteru. Nakon prekida oglašavanja na Twitteru u studenom 2022. godine, što je izazvalo Muskov bijes i pitanje je li Apple protiv „slobode govora“, spor je riješen nakon sastanka Muska i izvršnog direktora Applea Tima Cooka. Međutim, sa Muskovim najnovijim komentarima i dokazima da X prikazuje Apple oglase uz sadržaj koji glorificira Hitlera, neizvjesno je hoće li Apple u budućnosti ponovno oglašavati na toj društvenoj mreži. Apple CEO Tim Cook je ranije izjavio da Apple „konstantno“ razmatra treba li kupovati oglase na toj društvenoj mreži. Osim Applea, još neke kompanije, poput IBM-a i Europske unije, također su odlučile povući svoje oglase s Twittera zbog Muskovih komentara.
Apple pausing advertising on X
Apple is halting all of its advertising on X, formerly known as Twitter, in response to the recent controversy caused by Elon Musk’s antisemitic remarks. According to Axios, this decision comes after Musk made derogatory comments on Wednesday. Apple’s decision to pause its advertising on X is a significant move considering that it has been one of Twitter’s largest ad partners.
Reason for pausing advertising
The reason for Apple’s pause in advertising on X is directly tied to the offensive comments made by Elon Musk. As a company that values inclusion and diversity, Apple cannot support a platform that allows such hate speech. By pausing its advertising, Apple is sending a clear message that it will not tolerate or financially support any form of bigotry or discrimination.
Previous support for X
Despite other advertisers pulling out following Musk’s takeover of X, Apple has been unwavering in its support for the social network. In fact, Apple has been one of the biggest advertisers on Twitter, and Musk himself publicly acknowledged and thanked Apple for its continued support. This shows that Apple has been a key partner in helping X generate revenue through advertising.
Previous temporary pause of ads
It is worth noting that Apple had temporarily halted its ads on Twitter back in November 2022. This move had triggered a response from Musk, who accused Apple of suppressing „free speech.“ Musk even claimed that Apple had threatened to remove Twitter from the App Store. However, the dispute was eventually resolved when Musk and Apple CEO Tim Cook had a meeting at Apple Park. Musk later clarified that it was all a misunderstanding, and Apple promptly resumed its advertising on Twitter.
Resolution of previous dispute
The resolution of the previous dispute between Elon Musk and Tim Cook demonstrates the importance of clear communication and frank discussions. Musk’s meeting at Apple Park provided an opportunity for both parties to address their concerns and misunderstandings. Following this meeting, Musk clarified that Apple never threatened to remove Twitter from the App Store, leading to the swift resumption of Apple’s advertising on the platform.
Amount spent on Twitter ads
Reports from 2022 indicated that Apple was investing over $100 million per year on Twitter ads. This significant investment underscores Apple’s commitment to reaching its target audience through social media platforms and leveraging Twitter as a marketing tool. However, amidst the current controversy surrounding Elon Musk, it remains unclear whether Apple will continue to allocate such substantial funds for Twitter advertising.
Musk’s latest comments
Elon Musk’s recent comments have further fueled the controversy surrounding X. Evidence suggests that X has been displaying Apple ads alongside pro-Hitler content, creating an alarming juxtaposition. Musk’s endorsement of antisemitic conspiracy theories is deeply troubling and unacceptable. Such comments not only tarnish Musk’s reputation but also cast doubt on X’s ability to effectively moderate its content.
Apple CEO’s statement
Tim Cook, the CEO of Apple, has previously stated that the company is constantly evaluating whether it should continue to advertise on X. In September, Cook emphasized the need for Apple to carefully consider its ad spending on the social network. Given the recent events and Elon Musk’s inflammatory remarks, it is reasonable to assume that Apple will take a rigorous approach to reassessing its advertising strategy on X.
Other companies pulling out of Twitter ads
Apple is not the only company taking a stand against Musk’s comments and halting its advertising on X. IBM has also announced its decision to remove ads from the platform, and the European Union has followed suit by discontinuing its advertising efforts on X. This growing trend of companies withdrawing support highlights the severity of the situation and serves as a collective condemnation of Elon Musk’s behavior.
White House condemnation
In addition to companies pulling their ads, the White House has also publicly condemned Elon Musk’s comments. The administration issued a statement denouncing Musk for promoting antisemitic and racist hate. This stance from the highest level of government supports the importance of holding individuals accountable for their actions and discouraging the spread of hateful ideologies.
Calls from upset companies
The impact of Musk’s comments has prompted other companies to make inquiries and express their discontent to X employees. These companies are rightfully upset and disturbed by Musk’s behavior and the association of their ads with hate speech. It is crucial for X to address their concerns promptly and take appropriate measures to prevent brands from being associated with offensive content in the future.
In conclusion, Apple’s decision to pause its advertising on X following Elon Musk’s recent controversial remarks sends a powerful message about the company’s commitment to inclusivity and intolerance for hate speech. While Apple has been a steadfast supporter of X in the past, it is clear that the current circumstances cannot be ignored. As other companies also withdraw their ads and the White House condemns Musk’s comments, the pressure for X to take action grows. It remains to be seen if X can effectively respond to these concerns and regain the trust and support of advertisers.
