Elon Musk says Apple threatened to “withhold” Twitter from App Store “but won't tell us why” and calls out Apple's lower Twitter ad spend and alleged censorship

Apple has cut back on its Twitter advertising, according to Twitter CEO Elon Musk.

MacRumors 2022-11-29 Juli Clover

Context & Ripple Effects

Before Musk's accusation, coverage had framed his changes at Twitter as a potential clash with Apple and Google over app-store rules, subscriptions, and moderation. The dispute also put public attention on a material commercial relationship: Apple had been Twitter's top advertiser in the first quarter of 2022.

Subsequent coverage complicated the advertising allegation, with purchase data showing Apple's November ad spending above its October level and Musk later saying Apple had resumed advertising. That distinction matters because an App Store dispute and an advertising pullback are separate forms of leverage.

First-order effects

Twitter's iOS distribution is publicly cast as vulnerable to Apple review, though the reported threat is Musk's allegation rather than a confirmed App Store action.
Musk's public criticism puts Apple's advertising relationship with Twitter under immediate scrutiny at a time when Apple had been a significant buyer of Twitter ads.

Second-order effects

Apple's App Store policies become a more visible constraint on Twitter's subscription and moderation changes, reinforcing the earlier prospect of a platform-policy confrontation.
Contradictory reporting on Apple's ad activity makes advertising spend a contested signal of Apple-Twitter relations rather than clear evidence of a commercial break.

Third-order effects

The episode points to app-store operators' dual role as distribution gatekeepers and major customers, making platform-policy disputes capable of spilling into advertising relationships.
If similar conflicts recur, social platforms pursuing subscription and moderation changes will face greater pressure to manage App Store compliance alongside advertiser confidence.

The trend: Platform operators are becoming more exposed to the combined influence of app-store governance and large advertisers as they alter moderation and subscription models.

Discussion

@elonmusk Elon Musk on x
Apple has mostly stopped advertising on Twitter. Do they hate free speech in America?
@elonmusk Elon Musk on x
This is a battle for the future of civilization. If free speech is lost even in America, tyranny is all that lies ahead.
@elonmusk Elon Musk on x
https://twitter.com/...
@elonmusk Elon Musk on x
What's going on here @tim_cook?
@elonmusk Elon Musk on x
Did you know Apple puts a secret 30% tax on everything you buy through their App Store? https://twitter.com/...
@watcherguru @watcherguru on x
@elonmusk Apple takes a 30% tax from app developers who make over $1 million through the App Store on an annual basis. Apple's App Store is the equivalent to a 30% tax on the Internet.
@chrisjbakke Chris Bakke on x
https://twitter.com/...
@timrunshismouth Tim Young on x
Sooo... Apple will threaten to take Twitter out of their store for free speech, but not TikTok that monitors everything about users for the CCP... got it.
@elonmusk Elon Musk on x
@SwipeWright This is a battle for the future of civilization. If free speech is lost even in America, tyranny is all that lies ahead.
@jelenawoehr @jelenawoehr on x
Y'all, Apple is almost certainly threatening to pull Twitter because they've stopped following Apple's objectionable content policy. (Follow @AuschwitzMuseum which is tracking how suddenly reports of antisemitic content are being found “within policy” at Twitter.) https://twitter…
@ct_bergstrom Carl T. Bergstrom on x
My guess is that Musk is trying to manufacture a feud with Apple so he can claim retaliation when the twitter app is removed from the app store for violating Apple's TOS. https://twitter.com/...
@nameshiv @nameshiv on x
I cannot believe Tim Cook just landed the haymaker of the year but facts are facts https://twitter.com/...
@mattwallace888 Matt Wallace on x
Elon Musk is going to put Apple out of Business!
@faizsays Faiz Siddiqui on x
NEW: Documents show why Apple pulling its Twitter ads is devastating for Elon Musk: In the first quarter of 2022, Apple was Twitter's top advertiser, accounting for nearly $50M in revenue https://www.washingtonpost.com/ ...
@mmasnick Mike Masnick on x
For no particular reason, I'm reminded that Tesla has always refused to advertise. Anyhoo, Elon Musk is now claiming that Apple refusing to advertise on Twitter means the company is against free speech. https://twitter.com/...
@forever_wario @forever_wario on x
Oh my god it's fucking over https://twitter.com/...
@billwasik Bill Wasik on x
Musk's App Store epiphany reminds me of one of my favorite quotes ever, from @NYTmag in 2002, in which an NFL player describes learning about the existence of the income tax https://www.nytimes.com/... https://twitter.com/...
@prestonjbyrne Preston Byrne on x
The reality is that America is basically the only country where free speech actually exists. In Europe it certainly doesn't. https://twitter.com/...
@charles_gaba Charles Gaba on x
Thread. I've developed a half-dozen small iOS apps for clients and yes, Apple's review gauntlet can be incredibly grueling and strict. I've had apps rejected for having too many in-app web links (they don't want them to simply be an app version of a website). https://twitter.com/…
@alexeheath Alex Heath on x
Musk tells a colleague of mine that Apple is threatening Twitter's standing in the App Store. Explains his string of tweets just now critiquing Apple. https://twitter.com/...
@timsweeneyepic Possibly Tim Sweeney on x
Apple is a menace to freedom worldwide. They maintain an illegal monopoly on app distribution, they use it to control American discourse, and they're endangering protesters in China by storing sensitive customer data in a state-owned data center. https://www.dailymail.co.uk/ ...
@jake_k Jake Kastrenakes on x
@elonmusk is Apple threatening Twitter's presence in the App Store or otherwise making moderation demands?
@ggreenwald Glenn Greenwald on x
This is exactly how Parler was destroyed for its refusal to obey the censorship orders of DC Democrats: Apple and Google removed the app from their stores, crippling Parler. Threats of doing the same to Twitter have clearly been raised. It's an insane abuse of monopoly power. htt…
@markgurman Mark Gurman on x
As predicted 8 days ago, the brewing war between Apple and Twitter has arrived. https://www.bloomberg.com/...
@elonmusk Elon Musk on x
@LBRYcom Secret suppression of free speech by Apple. Customers were never told. What the hell is going on here?
@nickstatt Nick Statt on x
And there it is. Elon now waging some PR war against Apple in the event it bans Twitter from the App Store, labeling it a free speech issue when it is, actually, about child exploitation consent, terrorism vids, and all the other stuff that can run rampant without moderation. htt…
@renato_mariotti Renato Mariotti on x
The “battle” between Elon Musk and Apple isn't about the “future of civilization” or even about “free speech.” Musk fights to compel a large company to amplify his platform, which he uses to promote disinformation. Unfortunately for Mr. Musk, Apple has free speech rights too. htt…
@howardlindzon Boring Howard Lindzon on x
Tim Cook getting trolled by Elon Musk over Twitter advertising was not on my 2022 bingo card The best thing for technology growth right now is a fight over mobility stranglehold that Android and IOS have and for government to break up Microsoft enterprise monopoly
@lindyli Lindy Li on x
Elon Musk is currently undergoing a crash course in what truly constitutes free speech Contrary to his understanding, free speech isn't giving free rein to a disgraced former president to incite terrorism against our Capitol Or hurling racist slurs at whomever suits your fancy ht…
@machineiv Olivia Hill on x
If these guys are so worried about not being able to use Parler, they should check out this app called Parler that's on the iOS App Store. I've heard it's made for guys like him. https://twitter.com/... https://twitter.com/...
@anupammittal Anupam Mittal on x
Did u know Android is attempting to do the same? The entire ecosystem has been fighting these giants in every court in every country in the world. India included. Perhaps time for a 3rd platform without an ‘appstore’ but with quality, ratings & malware rails. https://twitter.com/…
@chrchristensen Christian Christensen on x
Narrator: “It was actually about convincing Bud Light to advertise next to content from Holocaust deniers.” https://twitter.com/...
@michaelsteele Michael Steele on x
Ok, clearly this is a “thing” with you. Let's try this: #FirstAmendment applies to actions by federal, state, local governments not privately owned entities like Twitter. Apple may not like the tenor of the speech on this platform since you bought it and is free to go elsewhere. …
@ericajoy Erica Joy on x
wonder what percent of the bird app's revenue comes from ios... https://twitter.com/...
@alexstubb Alexander Stubb on x
With freedom of speech comes responsibility for individuals and platforms alike. https://twitter.com/...
@frankconniff Frank Conniff on x
(Leonard Nimoy voice) Could this secret 30% tax have been left by ancient astronauts? https://twitter.com/...
@billym2k Shibetoshi Nakamoto on x
when people who were dogpiling on facebook for what they do with user data are suddenly stainning apple because “space man bad” it's kinda pathetic likewise dogpiling without nuance on apple is kinda pathetic, the best result is the app doesn't get removed from the app store 🤷‍♂️
@kurtwagner8 Kurt Wagner on x
Apple was one of Twitter's largest advertisers, if not *the* largest. Not good for Twitter. https://twitter.com/...
@gsterling @gsterling on x
Nobody is trying to “destroy free speech.” This is COMPLETE nonsense. Musk has created an unsafe environment for advertisers by bringing toxic accounts back and not following through on moderation. https://twitter.com/...
@timkennedymma Tim Kennedy on x
I and my businesses are heavy @Apple customers but if I had to choose between supporting free speech and an iPhone... I'll find an alternative tech in a heartbeat. https://twitter.com/...
@patrickw Patrick W. Watson on x
Elon's recent rampage against Apple combined with Phil Schiller deleting his Twitter account suggests the two companies are in a serious behind-the-scenes clash. That Elon is the one now making it public suggests he is losing.
@naval @naval on x
If Twitter was a Chinese company, Apple wouldn't dare delete it from the App Store.
@matthewstoller Matt Stoller on x
@elonmusk @ryanchittum There is legislation on deck that would block Apple's monopoly control of app stores. Why are you trying everything but the law to remedy this market power problem? https://twitter.com/...
@billym2k Shibetoshi Nakamoto on x
are people really suddenly becoming apple stans or apple haters just cuz elon is mad at them right now y'all dumb
@jelenawoehr @jelenawoehr on x
Apple, for liability reasons, takes their content policies pretty seriously. When I worked for a social media company, our app once got pulled **WITHOUT NOTICE** because Apple reviewers found *two* violating pieces of content on an app with millions of videos.
@elizableu Eliza on x
Side Note: Apple App Store previously removed Tumblr and Telegram for failure to remove child sexual abuse material. They threatened Facebook with removal from the App Store over human trafficking. https://twitter.com/...
@tomcoates Tom Coates on x
@elonmusk This is literally the first rule on the App Store guidelines. You have said you're replatforming everyone who was banned for hate speech. Of course they're going to ban you. https://twitter.com/...
@adamkinzinger @adamkinzinger on x
It's twitter man. Not WW3. https://twitter.com/...
@benedictevans Benedict Evans on x
Elon is like the Rip van Winkle of tech, asleep since 2000 and just woken up, and amazed by everyday things. “What's content moderation?!” “Have you heard of this thing called ‘WeChat’?!” “What's brand safety?!!” “Did you know about the App Store?!!!” https://twitter.com/...
@pmarca Marc Andreessen on x
“We look forward to a world founded upon four essential human freedoms. The first is freedom of speech and expression—everywhere in the world.” —FDR
@westcoastbill @westcoastbill on x
before war, i'd hope @tim_cook and @elonmusk could try a phone call and talk things out. would be a nice precedent in today's crazy world. https://twitter.com/...
@goldman Jason Goldman on x
Our guy is talking about launching porn payments and putting apple on blast all at once? He's talking about the everything app and still doesn't know where people GET THEIR FUCKING APPS
@lexfridman Lex Fridman on x
Apple should support free speech.
@swipewright Colin Wright on x
The massive immune response we are seeing from Left-wing media and Big Tech to @elonmusk's commitment to free speech on Twitter should frighten you. It has revealed their rabid obsession for complete narrative control. This is a battle they cannot be allowed to win.🛡️
@mattyglesias Matthew Yglesias on x
Apple does tons of bad stuff (largely though not exclusively China-related) but I think tends to evade some of the vehement criticism that other big tech companies attract by not claiming to be about anything more high-minded than selling stuff people like at profitable prices.
@brian_armstrong Brian Armstrong on x
@elonmusk FWIW Apple has censored quite a lot of functionality in crypto apps, including buying NFTs (they want 30% but there is no way to send crypto through their in-app payments), and even browsing third party decentralized apps (dapps) which are essentially websites.
@wajahatali Wajahat Ali on x
Whoopsie! Or as the elders say, “F around and find out.” Musk chose to elevate white nationalists and haters. Personal responsibility and consequences and yadda yadda yadda. https://twitter.com/...
@gruber John Gruber on x
He could ask Phil Schiller, but... https://twitter.com/...
@billym2k Shibetoshi Nakamoto on x
can we just agree on like basic nuanced points rather than pick sides of stupid ex “big tech kinda has mega control over the narrative - so much so that you don't even know how much you've been manipulated - and probably needs checks and balances” is an actual rational argument
@billym2k Shibetoshi Nakamoto on x
@lexfridman apple should be more transparent about their processes and probably not have such a monopoly
@concodanomics @concodanomics on x
only if he becomes Apple's CEO https://twitter.com/...
@karlbode Karl Bode on x
I'm genuinely not sure I can take another year of ceaseless whining about how “big tech” is “woke” and “censoring” the GOP because advertisers didn't want ads next to nazi flags https://twitter.com/...
@willchamberlain Will Chamberlain on x
If Tim Cook decides to force Twitter off the App Store while preventing Chinese protestors from communicating via Airdrop, the destruction of Apple's monopoly power will have to become the top priority of our party
@scalzi John Scalzi on x
I mean, if you bring back to the service a bunch of seditionists and bigots, who then use said service to target and slander people they don't like, and you don't do anything about it, you might run up against other companies' standards and practices https://www.theverge.com/...
@codinghorror Jeff Atwood on x
One rich guy decided he wanted to pay for the privilege of being the main character every day on Twitter. That's akin to wishing *yourself* into the cornfield, but you do you, EM 🌽 https://twitter.com/...
@owillis Oliver Willis on x
its so secret i could only find it mentioned in this obscure journal. thank you for exposing this god emperor elon. https://twitter.com/... https://twitter.com/...
@ijbailey @ijbailey on x
When the marketplace does what they like, they praise the importance of the marketplace. When the marketplace does something they don't like, they say how terrible the marketplace is. https://twitter.com/...
@therealhoarse @therealhoarse on x
Apple would crush Mush like a gnat. Dude better rein in his shit or he's going to end up owning a $44 billion Android app. https://twitter.com/...
@mollyjongfast Molly Jong-Fast on x
A tweet in which Elon tries to bully @tim_cook into advertising on twitter. https://twitter.com/...
@mrjoncryer Jon Cryer on x
I hate to break it to you, @elonmusk But a company choosing not to advertise on your platform is actually a perfect example of... Wait for it... Free speech. https://twitter.com/...
@sarafischer Sara Fischer on x
As of now, Google has yet to contact Twitter about any potential violations or issues, a source told Axios. — But it's monitoring developments around content moderation changes at the company. https://www.axios.com/...
@jay_jaffe Jay Jaffe on x
I'm sure tweeting alt-right memes and letting Nazis back on this platform will bring Apple crawling back https://twitter.com/...
@goldman Jason Goldman on x
I mean Tim Apple just took a hatchet to Facebook's entire bottom line and crying foul didn't really change the outcome. But sure let's try to fuck around and find out.
@kurtwagner8 Kurt Wagner on x
Twitter needs Apple much, much more than Apple needs Twitter. I'm not sure this is the play here... https://twitter.com/...
@kantrowitz Alex Kantrowitz on x
Could @elonmusk unite anti-monopoly dems and anti-woke republicans to regulate Apple?s
@steinkobbe @steinkobbe on x
The current state of the Twitter finances is the CEO is trying to publicly shame companies into buying ads https://twitter.com/...
@ashtonpittman Ashton Pittman on x
Apple: *spends less advertising money on Twitter* Elon Musk: “APPLE HAS CENSORED ME!!!111” https://twitter.com/...
@kellymakena Makena Kelly on x
Musk going “to war” with Apple over its App Store fees right as lawmakers are getting back to Washington from the Thanksgiving holiday... Lawmakers could use a buncha must-pass bills to get tech antitrust reform measures, like the Open App Markets Act, across the finish line... h…
@mattgertz Matthew Gertz on x
Elon Musk could take a stand on free speech by making a strong statement in support of Chinese protestors and — and really stick it to Apple by daring the company to do the same.
@hsajwanization @hsajwanization on x
And now Apple is in Elon Musk's crosshairs 🔥 https://twitter.com/...
@alexeheath Alex Heath on x
Mark Zuckerberg as Elon Musk realizes Apple is also his main problem now [Image: Mark Zuckerberg surfing]
@travisallen02 Travis Allen on x
Elon is tweeting from his iPhone about how much he hates Apple https://twitter.com/...
@kevinmkruse Kevin M. Kruse on x
“Elon Musk taking on Apple” has a real “Joe McCarthy taking on the Army” vibe to it. They're a whole lot bigger than he is and not likely to scare easily.
@liz_wheeler Liz Wheeler on x
I predicted this the day @ElonMusk said he was gonna buy Twitter. Woke Apple *has* to deplatform Twitter because free speech is an existential threat to Marxism. The left doesn't “fight for the marginalized.” The left are Marxists. Proud of Elon for refusing to bend a knee. https…
@donie Donie O'Sullivan on x
@elonmusk Are they withholding updates currently?
@wallstreetsilv Wall Street Silver on x
If @tim_cook does this, I will dump Apple and move to Android. My entire family has iPhones and iPads. Probably 8+ devices. Never again would we buy another Apple device. @Apple @elonmusk https://twitter.com/...
@mzhemingway Mollie on x
Musk says Apple, which is currently doing much to support China's brutal and oppressive censorship regime against it people, is making censorship demands of Twitter. https://twitter.com/...
@willoremus Will Oremus on x
billionaires posting their L's https://twitter.com/...
@lib_crusher @lib_crusher on x
Calling Tim Apple a libcuck for not wanting to commit to a nine figure ad campaign when there isn't even anyone to set it up https://twitter.com/...
@niubi Bill Bishop on x
Twitter debt bagholders I mean investment banks may need to rebrand the bonds as “free speech bonds” https://twitter.com/...
@baldingsworld @baldingsworld on x
Just so we are clear: Apple is totally cool with genocide, slave labor, and authoritarian speech. https://twitter.com/...
@litcapital @litcapital on x
Does anyone have a running list of all advertisers who've stopped advertising on twitter and their annual/quarterly ad spends? Apple spent $48M in Q1'22, which would require 2M twitter blue users to offset that loss Seems like a huge uphill battle
@johncusack John Cusack on x
How many billion can a greedy man loose - in order to avoid paying his fair share of tax ? Apparently it's better to lose 20 billion than pay 15 in tax - https://twitter.com/...
@chipgoines Chip Goines on x
Elon Musk doesn't realize that freedom of speech != freedom from consequences. https://twitter.com/...
@wholemarsblog @wholemarsblog on x
Bloomberg reports Apple was spending $100 million a year on Twitter ads — the equivalent of 1 million blue checkmarks
@carnage4life Dare Obasanjo on x
Publicly berating your largest spending advertiser is a strange move but I guess it's more 4D chess. We are truly watching a business genius at work. https://twitter.com/...
@walshfreedom Joe Walsh on x
The free market at work. https://twitter.com/...
@tinaissa Tina Issa on x
Free market allows Apple to pay 50M per fiscal quarter-that's $200M a year- to Twitter That same market allows Apple to pull it's money over it's own foundational principles Principles set by Steve Jobs who meticulously built this company from the ground. This is how it works. ht…
@kurtbusiek Kurt Busiek on x
It's less “free speech” Elon wants and more “free money.” https://twitter.com/...
@azi @azi on x
“If the company were to block Twitter from its App Store, new users would be unable to download the Twitter app on their iPhones and iPads, and existing users would be unable to access updates.” https://twitter.com/...
@jamesrbuk James Ball on x
Elon Musk bought an advertising company, made it clear he hated advertising, and massively damaged brand trust with his early decisions. So obviously it's all Apple's fault. https://twitter.com/...
@oluyomiojo Oluyomi Ojo on x
If your company accounted for 4% of my company's revenue. I won't be out here calling you an enemy because you stopped running ads. https://twitter.com/...
@andrewmartonik Andrew Martonik on x
Elon is in the “find out” area of the chart
@owillis Oliver Willis on x
apple: *trying to sell as many iphones as humanly possible* elon: why do you not want to be associated with my nazi frog meme friends? does this frighten you? https://twitter.com/...
@vaushv @vaushv on x
Hey guys just started a business, new to business here. How do I make advertisers come back? I'm yelling at them but they won't come back https://twitter.com/...
@joshgad Josh Gad on x
As the owner of this site, you are tweeting like a drunk 15 year old who just discovered Adderall. It's not exactly a great business model for attracting corporate partners. https://twitter.com/...
@elonmusk Elon Musk on x
Apple has also threatened to withhold Twitter from its App Store, but won't tell us why
@alexstamos Alex Stamos on x
Last week, I discussed the risks @elonmusk was taking running with a skeleton crew with @ReedAlbergotti, including no threat intel team: https://www.semafor.com/... Looks like we might have the first major failure to stop gov interference in the Musk era: https://twitter.com/... …
@lib_crusher @lib_crusher on x
The funniest part of that FT expose is while Elon is zooted out on research chemicals calling CEOS and screaming at them, there literally isn't anyone left at twitter to make big ad deals with https://twitter.com/...
@justicar Glenn White on x
So, they're paying protection money? Let's see how that affects their media strategy and performance. Protip: Do not pay protection, extortion, or payola. It never, ever pencils out. https://twitter.com/...
@danprimack Dan Primack on x
Censorship ≠ Not advertising
@scottnover Scott Nover on x
At the midyear mark, 92% of Twitter revenue came from ads. Say what you will about the old guard, but the savviest business minds are not running Twitter right now. https://twitter.com/...
@nsardi Nerissa Sardi on x
@mediagazer I've spoken to a few CMOS who confirm this. They aren't able to advertise even if they want to & no longer have an account rep to reach out to.
@jessehawken Jesse Hawken on x
Putting out the fire with gasoline https://twitter.com/...
@nelson @nelson on x
More evidence of Twitter's failing ad business, I wonder if he now regrets firing the ads people who had relationships with Apple. Pretty sure trying to bully Tim Cook into buying ads will be counterproductive. https://twitter.com/...
@patrickmcgee_ Patrick McGee on x
Who else had “Use Company's ad budgets info to publicly shame them” on their “what will Musk do with Twitter” bingo card? https://twitter.com/...
@pkafka Peter Kafka on x
Worth noting that blue-chip advertisers still on the platform as of last week include Walmart and Activision. https://t.co/TaQqRW44Hy
@mshannahmurphy Hannah Murphy on x
ICYMI: Musk has personally called CEOs of brands that have curbed advertising in order to berate them, according to a senior ads exec This has lead some to reduce their spend to the bare minimum required so as to avoid further confrontation with him https://t.co/eUwmKROUNB

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