X owner Elon Musk’s endorsement of antisemitic conspiracy theories and support for white pride, Apple has joined the growing list of companies pulling their advertisements from the platform, formerly known as Twitter. Reports indicate that Apple, following IBM’s lead, is pausing all advertising on X.

Axios, citing undisclosed sources, reveals that Disney, Warner Bros. Discovery, Paramount, and Comcast / NBCUniversal have also decided to suspend their ads on X. The ripple effect extends further, with Lionsgate and the European Commission joining the list of organizations expressing concerns and suspending advertising due to the perceived spread of disinformation on the platform.

Notably, Apple has been a major advertiser on X, routinely using the platform to promote new products and even creating custom “hashflag” emoji animations for prominent events. The company’s decision to halt advertising on X underscores the growing unease among major corporations regarding the platform’s association with controversial content.

Apple CEO Tim Cook had previously acknowledged concerns about advertising on X in a September interview with CBS Sunday Morning, stating that while Apple constantly evaluates its presence on the platform, he did not hint at any immediate plans to discontinue advertising.

As the situation evolves, the exodus of advertisers from X amplifies the challenges facing the platform in the wake of Musk’s controversial posts, emphasizing the significant impact corporate decisions can have on social media entities in today’s interconnected digital landscape.