Apple has “fully resumed advertising on the Twitter social network,” Twitter CEO Elon Musk said today during a two-hour Twitter Spaces chat highlighted by Bloomberg. Musk also confirmed that Apple is Twitter’s largest advertiser.


Just five days ago, Musk accused Apple of hating “free speech,” “demanding moderation,” and halting ad spending, prompting a slew of press coverage of a possible upcoming battle between Apple and Twitter. Musk publicly claimed that Apple had “largely stopped” offering ads on Twitter and that it had also threatened to “withhold Twitter from its App Store.”

Then, two days after those comments, Musk met with Apple CEO Tim Cook and eventually reversed course. After the meeting, Musk said there was indeed a “misunderstanding” about Twitter potentially being removed from the “App Store,” and Cook “it was clear that Apple never considered it.”

Musk said Cook showed him Apple Park and the two had a “good conversation,” which appears to have prompted Apple to resume its Twitter ads. Apple has not confirmed that it has stopped ad spending on Twitter, nor has it commented on Musk’s comments today. After the Twitter Space discussion, Musk tweeted to “thank advertisers for coming back to Twitter.”

Apple is consistently one of Twitter’s top advertisers, and ad spend is reported to exceed $100 million annually.

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