Apple has returned to advertising on X (formerly Twitter), marking a notable shift in its marketing strategy after suspending ads on the platform in 2023 and early 2024.
The tech giant's first advertisement appeared on February 12, 2025, featuring promotions for Safari's privacy features and the popular TV series Severance. This move follows reports from late January suggesting Apple was considering testing advertising opportunities on the platform again.
The decision comes amid broader changes in X's advertising landscape. While the platform has attracted new advertisers under Elon Musk's leadership, overall advertising revenue remains below pre-acquisition levels. According to industry data, X's US advertising revenue is expected to reach $1.4 billion in 2024, down 28% from nearly $2 billion in 2023. In a concerning trend for Elon Musk's social media platform X, a new global study reveals that over a quarter of advertisers intend to decrease their spending on the site in the coming year.
Apple's return coincides with its planned product launches for 2025, including new iPhone and iPad models expected in spring, and the M4 MacBook Air scheduled for the first half of the year. The latter half of 2025 is anticipated to bring new Macs, iPhones, AirPods, and Apple Watches, providing multiple opportunities for advertising campaigns.
The timing of Apple's return aligns with shifting dynamics in social media advertising and the upcoming US presidential election. Industry experts note that corporate executives are increasingly involved in media purchasing decisions, with companies carefully weighing political considerations in their advertising strategies.
While Apple's return represents a positive development for X, questions remain about whether the platform can recover its previous advertising revenue levels. The platform's partnerships with ad tech firms like Magnite, Google, and PubMatic have helped attract advertisers through competitive pricing, though spending remains below historical peaks.