More than a year ago, Apple **withdrew its advertisements** from X following **Elon Musk’s** approval of a sequence of antisemitic remarks made by far-right users on the platform. Simultaneously, reports emerged that advertisements from brands like Apple were being shown alongside pro-Nazi material on X.

Since Apple ceased its advertising on X in November 2023, considerable changes have taken place. The most significant change is that Donald Trump was re-elected as president, and Musk has aligned himself as a prominent supporter.

Now, roughly 15 months after stopping its ad initiatives, Apple has recommenced advertising on X.

### Apple’s Comeback to X Advertising

As per **MacRumors**, Apple is presently executing at least two ad campaigns on X. One advertisement, featured on the **official @Apple X account**, showcases the company’s Safari web browser. The second, posted through the **@AppleTV account**, promotes the Apple TV series *Severance*.

Notably, these ads are not visible on the profiles of the respective accounts—a standard method for Apple. X permits advertisers to either boost existing posts as ads (which stay visible on their profile) or produce standalone ads that do not show up on their profile. Historically, Apple has favored the latter method, so users will see these ads only if X presents them directly.

### Apple’s Engagement on X Despite Ad Suspension

Even though Apple had halted its advertising, CEO **Tim Cook** and other Apple executives continued to engage with users on X.

It is still uncertain how widespread Apple’s present ad campaigns on X are. For example, the Safari ad had acquired just over 600,000 impressions as of February 13, three days post-publication. Other brands that previously exited X have returned with **substantially reduced** marketing budgets for the platform.

Apple’s choice to recommence advertising on X indicates a transformation, but the scale of its investment is yet to be determined.