• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer

2

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

3

Marc Lore’s robots make 500 burrito bowls an hour. A human can make 45

1

Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer

2

Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military

3

Marc Lore’s robots make 500 burrito bowls an hour. A human can make 45
Tech

There’s another reason Elon Musk is so obsessed with Tim Cook and Apple—and it’s not about advertising money

By
Alena Botros
Alena Botros
Former staff writer
Down Arrow Button Icon
By
Alena Botros
Alena Botros
Former staff writer
Down Arrow Button Icon
November 29, 2022, 3:28 PM ET
Photo of Elon Musk
Elon Musk realizes that Apple is a major arbiter of content on the internet by the way it decides which apps are available to iPhone users.Dimitrios Kambouris—Getty Images

Elon Musk is waging war against Apple.

On Monday, in a series of tweets, Musk claimed Apple has “mostly stopped” its advertising on Twitter. That’s bad news, as Apple’s $48 million worth of ad spending accounted for more than 4% of Twitter’s revenue for the first quarter of this year, the Washington Post reported. 

“Do they hate free speech in America,” Musk wrote. In a separate tweet, he asked Apple’s CEO, “what’s going on here @tim_cook?”

Twitter has experienced an advertiser exodus since Musk took over last month, and Apple is not the only advertiser to head for the exit. Other major companies including Volkswagen, Pfizer, and General Mills have paused their ad spending. And not to mention that since his takeover, Twitter’s lost half of its top 100 advertisers, according to a report from Media Matters. Musk has previously blamed the “massive drop in revenue” on activist groups pressuring advertisers. 

But for all of Musk’s fighting words about Apple pulling its Twitter ads, there’s a much bigger problem looming over the relationship between both companies. 

Musk tweeted on Monday that Apple has “threatened to withhold” Twitter from its App Store. Apple has not confirmed this, but there has been widespread speculation that such a decision would be related to Musk’s moves to gut Twitter’s content moderation team, something that human rights groups have warned risks making the platform party to harassment and abuse. 

Apple is a major arbiter of content on the internet by the way it decides which apps are available to iPhone users. A few years ago, Apple was reportedly considering kicking Uber off the App Store for breaking Apple’s rules. If that happened, it would have effectively destroyed the company—people wouldn’t be able to call for an Uber on their iPhones. 

Twitter’s former head of trust and safety, Yoel Roth, who quit soon after Musk took over, wrote an op-ed for the New York Times outlining what could happen at a post-Musk takeover of Twitter, particularly in terms of Musk’s self-proclaimed devotion to “free speech.” Along with advertisers and regulators, Roth specifically cited Google and Apple as powerful forces that Twitter must contend with in terms of how it handles its content moderation. 

“Failure to adhere to Apple’s and Google’s guidelines would be catastrophic, risking Twitter’s expulsion from their app stores and making it more difficult for billions of potential users to get Twitter’s services,” Roth wrote. “This gives Apple and Google enormous power to shape the decisions Twitter makes.”

On Tuesday, in response to investor David Sacks calling Microsoft, Apple, Google, and Amazon “gatekeepers,” Musk tweeted that “it’s a real problem.”

“Apple and Google effectively control access to most of the Internet via their app stores,” he said.

Twitter did not immediately respond to Fortune’s request for comment. Apple did not immediately respond to Fortune’s request for comment.

Our new weekly Impact Report newsletter will examine how ESG news and trends are shaping the roles and responsibilities of today's executives—and how they can best navigate those challenges. Subscribe here.

About the Author
By Alena BotrosFormer staff writer
LinkedIn iconTwitter icon

Alena Botros is a former reporter at Fortune, where she primarily covered real estate.

See full bioRight Arrow Button Icon

Latest in Tech

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in Tech

Exclusive: Consumer device giant LG Electronics to launch blockchain to place and sell ads
CryptoBlockchain
Exclusive: Consumer device giant LG Electronics to launch blockchain to place and sell ads
By Jack Kubinec and Ben WeissJune 11, 2026
33 minutes ago
As SpaceX goes public, a $100 billion shadow market faces a reckoning
Startups & VentureSpaceX
As SpaceX goes public, a $100 billion shadow market faces a reckoning
By Allie GarfinkleJune 11, 2026
1 hour ago
The real hurdle to enterprise AI isn’t fixing productivity KPIs. It’s ‘unlearning’ old habits, experts say
Future of WorkBrainstorm Tech
The real hurdle to enterprise AI isn’t fixing productivity KPIs. It’s ‘unlearning’ old habits, experts say
By Sebastian HerreraJune 11, 2026
1 hour ago
After backlash, Anthropic says its AI will now tell users when their request is being rejected or downgraded for national security concerns
AITech
After backlash, Anthropic says its AI will now tell users when their request is being rejected or downgraded for national security concerns
By Marco Quiroz-GutierrezJune 11, 2026
1 hour ago
Agility Robotics Chief Executive Peggy Johnson speaks on stage at Brainstorm Tech 2026 in Aspen, Colorado.
AIBrainstorm Tech
Tech leaders argue AI’s real future Is task augmentation, not mass layoffs
By Sebastian HerreraJune 11, 2026
2 hours ago
‘China follows Musk very closely’: While SpaceX blocked Chinese investors from IPO, China’s space firms prep their own as a counterweight
AsiaSpaceX
‘China follows Musk very closely’: While SpaceX blocked Chinese investors from IPO, China’s space firms prep their own as a counterweight
By Mia OsmonbekovJune 11, 2026
2 hours ago

Most Popular

Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
Energy
Analysts expected oil to surge above $200 but China has quietly kept prices half of that—and can’t for much longer
By Sasha RogelbergJune 10, 2026
1 day ago
Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
Asia
Pentagon accuses Alibaba, Baidu and BYD, three of China's biggest companies, of supporting the Chinese military
By Kate O'Keeffe and BloombergJune 8, 2026
3 days ago
Marc Lore’s robots make 500 burrito bowls an hour. A human can make 45
Innovation
Marc Lore’s robots make 500 burrito bowls an hour. A human can make 45
By Amanda GerutJune 9, 2026
2 days ago
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
Success
Costco CEO Ron Vachris rose from forklift driver to the C-suite without a college degree: ‘Don’t chase a title’ is the career advice that got him there
By Preston ForeJune 8, 2026
3 days ago
Current price of oil as of June 10, 2026
Personal Finance
Current price of oil as of June 10, 2026
By Joseph HostetlerJune 10, 2026
1 day ago
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
Environment
Corporate America has been draining the world's water. Matt Damon's new campaign calls on Gap, Starbucks, and Amazon to help give it back
By Catherina GioinoJune 9, 2026
2 days ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.