THE apple reduced the number of advertisements twittersaid Elon Musk this Monday (28). The statement comes from a tweet from the executive, where he questioned whether the iPhone maker “hates freedom of expression in the United States”. The problem is that the company is one of the main advertisers on the platform.
It all started, as expected, on the executive’s Twitter. On Friday (25), Musk said he would create his own cell phone in case Apple and Google remove the social network app from app stores due to moderation issues. But the story didn’t end there.
On Monday (28), Musk used the social network to say that Apple “practically” stopped advertising on Twitter. “Do they hate free speech in America?” he questioned. “What’s going on, Tim Cook?”
Well, Tim Cook didn’t respond – at least not on social media. Users, on the other hand, joked, saying “thanks for your feedback, now pay 30%”, in reference to the App Store fee and the executive’s tweets to confront criticism of the social network.
But there’s a catch to this story: Musk can’t go out fighting Apple like that, otherwise he’ll lose (a lot) of money.
Apple is one of the biggest advertisers on Twitter
Apple is one of the biggest mobile phone manufacturers in the world. According to Counterpoint Research, the company was the only one in the mobile phone market to grow in the third quarter of 2022🇧🇷 In addition, it is one of the top three brands in the industry, alongside Samsung and Xiaomi, that use Android.
But this is not the only factor that gives weight to the company in this story. According to the Bloomberg, Apple spends $100 million a year on its Twitter campaigns. This amount places the company among the main advertisers on the platform.
This reduction can result in a significant bump to the platform. In the financial statement for the second quarter of 2022, Twitter noted that it earned $1.08 billion in advertising revenue and $101 million from subscriptions and the like.
That is, it is not a good idea to play with who pays the platform’s bills.
Apple has not commented on the episode so far.
Musk did not keep his word with advertisers
This episode brings a certain contradiction to the first moments of the sale of Twitter. At the end of October, by reassuring advertisersMusk even claimed that the social network could not become “a hellish place, where anything can be said without consequences”.
Nonetheless, the billionaire created a whole mess over the verification stampresulting in disasters.
This is the case with Eli Lily. A fake profile with the blue Twitter Blue seal said that the insulin would be free, which dropped the pharmaceutical company’s shares. As a reaction, as reported by the washington postthe company ordered to cut all advertising budget for the platform.
Other companies have faced headaches with the blue seal. In the gaming world, there was even a tweet from Mario sending it from the middle on a fake Nintendo account, which had the Twitter Blue verification.
And… well, like everything that goes around, comes around, they did the same with Tesla and SpaceX.
Obviously, this creates a complex, not to say hostile, environment for brands.
After all, if the blue badge has always been used to verify the authenticity of profiles, this change creates exactly what Musk said it would prevent: a hell of a place. Especially when anything is being said without consequences, contrary to what was previously promised.
Meanwhile, the executive goes out creating controversies every day. And the question remains: what will become of Twitter?