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In 2023, Apple pulled its advertising on X after Elon Musk replied to an anti-Semitic comment on the platform. In 2025, Apple has started buying ads on the platform again despite Musk seeming to do a Nazi-salute during a speech at the Trump inauguration and endorsing far-right candidates in Germany.
MacRumors first noticed that Apple’s ads had returned to X on Wednesday. Since then they’ve been popping up across people’s timelines.
.@Apple is back advertising on @X pic.twitter.com/04zCONm1yD
— AdTech Congratulating Itself (@AdtechBrags) February 9, 2025
After Musk took control of Twitter and turned it into X, he got really loose with moderation rules. If you’ve been on the platform lately you know that it’s full of a lot of Nazi content. Kanye West recently went on a long pro-Nazi tirade on the platform before buying ad space at the Super Bowl and selling Swastika shirts.
In 2023, other Big Tech companies like Apple stopped advertising on X because their content would often end up being featured next to Holocaust denial, racism, and bizarre pro-Nazi content. If you threw a rock at Twitter back then you’d hit a racist or anti-Semitic tweet featured next to an ad for a Mac.
With Apple returning to the platform it joins other illustrious advertisers such as Amazon and “Nixon Groyper,” a now-suspended bluecheck account that bought ad space on X to push Holocaust denial.
I cannot stop laughing at this ad. Jesus Christ man. Nixon Groyper? Loving Hitler? Come on now pic.twitter.com/fUU15F0s1P
— Doctor Tom 👁️ (@neosovietposter) February 13, 2025
“Imagine being born a gentile in this generation, on this continent located an ocean away from Europe, and viscerally hating this ONE foreign dictator from 80 years ago for no reason other than ‘my teacher showed me Schindler’s list’ or ‘the museum tour guide told us he turned jews into soap’—and STILL believing that at the age of 30 or 40 lmao,” Nixon Groyper’s ad said above a picture of a smiling Hitler. “It’s time to start re-evaluating your perspective of history.”
Apple, Amazon, and other returning advertisers now have a chance to be featured next to pro-Nazi content on Elon Musk’s X. Sure, X suspended “Nixon Groyper,” but the well of anti-Semitic, racist 4-chan-style content on the site is bottomless.
Big Tech is getting more comfortable with Musk since he’s developed a strong relationship with President Donald Trump. He also sued many of them (but not Apple) saying that their massive boycott of his Nazi-filled platform was unfair. During a conversation with The New York Times in 2023, Musk gave a simple and clear message to advertisers who had fled:
“Go fuck yourself.” He called the boycott blackmail. Two years later, some of those advertisers have come crawling back.
