Elon Musk [Twitter]
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Apple has returned to advertising at its normal level on Twitter, according to Elon Musk, who also confirmed that Apple is Twitter’s biggest ad customer.
On November 28, Twitter CEO Elon Musk launched into a firestorm of tweets against Apple, notably claiming that Apple had “mostly stopped advertising on Twitter.” A week later, Musk changed his tune.
During a Twitter Spaces conversation captured by Bloomberg On Saturday, Musk said Apple had “completely taken over advertising on Twitter.” Musk didn’t elaborate on how much Apple spent on advertising and didn’t go much further on the matter, other than to say that Apple was the platform’s largest advertiser.
While Musk’s comment may be triumphant, Apple hasn’t officially commented on the matter itself.
On Nov. 30, Media Matters for America released data that appears to show Apple’s spending has increased since Musk took over. Although there was a drop between November 8 and November 21, there was no complete stoppage.
Even so, it was claimed that Apple’s daily spend on November 28 was $84,615.70, which is 2.6 times higher than a month prior.
In the meantime, internal documents seen by the Washington Post Nov. 28 confirms Musk’s main claim as an advertiser, with Apple spending $48 million in the first quarter, accounting for more than 4% of revenue. However, this could easily be seen as an increase in seasonal spending due to holiday sales, which could be very different from the rest of the year.
