Science

Musk engages in risky duel with Apple

The advertiser ecosystem is scalded by Tesla and SpaceX boss’s chaotic takeover of social media. DADO RUVICH/REUTERS

DESCRIPT – The giant removed his ad from Twitter, angering the billionaire.

Will we witness a battle between the richest man in the world and one of the most powerful US corporations? Elon Musk took that risk on Monday by bombarding Apple with red balloons. From his Twitter account, the new owner of the social network published a volley of angry messages against the group led by Tim Cook in about fifteen minutes. Cause? “Apple has practically stopped advertising on Twitter. Do they hate American free speech? What’s going on, Tim Cook?” he wrote.

If Elon Musk is so nervous, it’s because Apple has a significant impact on the future of Twitter. The California-based brand is one of the social network’s top advertisers and would have spent $48 million there in the latest quarter, according to the Washington Post. Apple’s withdrawal comes at the most inopportune moment: Twitter, 90% dependent on its advertising revenue, has to deal with the flight of fifty of its biggest customers, as well as instructions…

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