Cook Justifies Apple's X Advertising as a 'Town Square' for the Internet

Apple CEO Tim Cook [CBS Sunday Morning]

Elon Musk's X is too important to stop Apple advertising on the platform, according to Tim Cook, Apple CEO raised issues of political equality and environmental efforts.

Less than a week after Apple's iPhone 15 “Wonderlust” reveal, CBS Sunday Morning aired a feature on Tim Cook and Apple, covering topics ranging from the environment to social equality.

Starting with environmental concerns, Cook begins by denying that Apple is in any way demonstrating the virtues of its designs. “We need hard work,” Cook says, referring to initiatives that make sense for the business.

“I want it to work because I want other people to copy it, and I know they're not going to copy a solution that's not a good economic solution,” Cook insists.

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“It can be done, and it can be done in a way that others can replicate, which is very important to us. We want to be a ripple on the pond, we want to people looked at it and said, “I can do that too,” or I can do half that.'We want people to look at it and rip it off.”

Equality and X

After discussing a solar project in Texas and visiting Apple's campus in the state, the interview turns to Cook's political commentary on equality. talks about how Texas promotes a business-friendly climate, as well as how the state has passed anti-abortion, anti-trans and anti-gay laws.

When asked about Cook's commitment to equality and what policies Texas contradicts these views, Cook explains that there will always be times when Apple operates when the company and the government have disagreements.

“But I tell you from the bottom of my heart: we believe in treating everyone with dignity and respect. And that’s how we show up as a company,” Cook says. “We believe in being part of the community and trying to advocate for change rather than raising a moat and leaving.”

The interview then moves to Twitter, now known as X, as the ADL accused Elon Musk of helping promote anti-Semitic content on the platform.

When asked if Apple was reviewing advertising on X after these incidents, Cook said, “That's something we're asking ourselves. Overall, I think Twitter is an important property. I like the concept that it exists for discussion and there is a town square. There are also some things I don’t like.”

In an interview, Cook calls anti-Semitism “disgusting, point blank, it has no place.” Asked if Apple is evaluating this, Cook adds: “We ask ourselves that question all the time.”

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