According to Axios, Apple is suspending all advertising on the X social network, formerly known as Twitter. The decision comes after Musk’s anti-Semitic comments on Wednesday. After advertisers fled X following Musk’s takeover of the social network, Apple continued to pay for ad space and became one of Twitter’s largest advertising partners. In March, Musk thanked Apple for its support, calling the company one of Twitter’s “biggest advertisers.”

Apple temporarily suspended advertising on Twitter in November 2022, prompting Musk to lash out and ask if Apple hated “freedom of speech.” Musk also said that Apple had threatened to remove Twitter from the App Store and that he would “make an alternative phone” if the social network was eventually shut down.

The dispute was resolved after Musk met with Cook at Apple Park that same year; Musk then stated that Apple never threatened to remove Twitter from the “App Store” and that this was a “misunderstanding”. In the end, Musk called it a “good conversation” and Apple subsequently “restored” the ad. According to 2022 reports, Apple spends over $100 million a year on Twitter ads.

Given Musk’s recent comments and evidence that X has been running Apple ads alongside pro-Hitler content, it’s unclear whether Apple can be persuaded to rerun the ad in the future. Apple CEO Tim Cook said in September that Apple was “constantly” evaluating whether Apple should buy advertising on the social network.

Apple isn’t the only company dropping Twitter ads. This week, IBM announced it would stop advertising, and the European Union also plans to no longer advertise on the social network. Earlier today, the White House condemned Musk’s comments, and X employees reported: New York TimesHe said they also received calls from other companies angry at Musk.