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Apple and Amazon Set to Renew Advertising on Twitter after Suspending Operations over Musk’s Changes

National Review 12/5/2022 Ari Blaff
Left: Apple Store logo on 5th Avenue in New York City. Right: Amazon sign at a logistics center in France. © Mike Segar, Gonzalo Fuentes/Reuters Left: Apple Store logo on 5th Avenue in New York City. Right: Amazon sign at a logistics center in France.

Apple and Amazon have resumed advertising on Twitter, reversing their decision to cut ties with the social media giant in recent weeks.

An email outlining the details of the advertising incentives was reportedly sent to advertising agencies last Thursday, Reuters reported. The deal includes a special matching bonus on Twitter’s behalf for advertisers.

The promotion was seemingly too good to keep the tech giants at bay since they suspended business relations with Twitter citing concerns over Elon Musk’s handling of the company since he took control in October.

Apple and Twitter have had a particularly tense relationship in recent months as Musk has taken a different approach to free speech on the platform, reinstating individuals such as former president Donald Trump and publicizing the details surrounding the censorship of the Hunter Biden laptop.

Musk publicized many of his grievances with Apple and its CEO Tim Cook in late November. “Apple has mostly stopped advertising on Twitter. Do they hate free speech in America?” Musk announced on Twitter November 28. Musk followed up with a comment on his original tweet asking “What’s going on here @tim_cook?” adding a few hours later Musk added: “Apple has also threatened to withhold Twitter from its App Store, but won’t tell us why[.]”

However, on November 30, Musk publicly thanked Cook and shared a video tweet of the duo at Apple Park headquarters clearing up the miscommunication.

The news that Apple is returning to Twitter comes at an important time for Musk as he battles to make the social media platform a profitable enterprise. Apple is Twitter’s largest advertiser spending $48 million in the first quarter of 2022 alone.

Amazon, for its part, is supposedly planning on resuming its advertising on Twitter to the tune of $100 million annually, tech blog Platformer reported Saturday. However, according to a Reuters source familiar with the situation, Amazon never suspended its advertising with Twitter to begin with.

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