More than a year has passed since Apple paused advertising on X over brand safety concerns. Soon, however, Apple may begin advertising on X again.

That’s according to the , which has published a report on Amazon’s decision to buy in on X and Apple’s talks to reconsider the pause.

Amazon is ramping up ad spending on Elon Musk’s X, according to people familiar with the situation, a major shift after pulling much of its advertising more than a year ago, a time when many brands had concerns about hate speech on the platform. […]

Apple, which pulled all of its ad dollars from X in late 2023, in recent weeks has had discussions about testing out ads on the platform, according to a person familiar with the situation.

What’s good for the goose is good for the gander?

The report adds that companies who have already returned to advertising on X are doing so with spend rates much lower than before Elon Musk acquired Twitter and renamed it X.

Prior to pausing advertising on X , Tim Cook was asked directly by CBS’s John Dickerson about the company’s views on the platform:

“It’s something that we ask ourselves. Generally, my view is Twitter’s an important property,” Cook said in that interview. “I like the concept that it’s there for discourse and there as a town square. There’s also some things about it I don’t like.”

Cook, who has recently spent a lot of time in Washington celebrating President Trump’s second term, has also crossed paths with Elon Musk, possibly sparking a conversation on Apple’s advertising pause on X.

What do you think? Has the climate changed such that Apple no longer needs to worry about advertising under a post that doesn’t share the company’s values? Should brand safety not be a concern if advertising on X provides a good return on investment? Share your thoughts in the comments.