Shulou(Shulou.com)11/24 Report--

On Nov. 30, Elon Musk, the new owner of social media company Twitter, began pointing the finger at Apple this week. There are reasons why Apple stopped advertising on Twitter, but the real problem is that Apple plays an important role in Internet content distribution and can determine whether Twitter can appear in its app store.

Photo by Pexels on Monday, Elon Musk, the new owner of social media company Twitter, posted a series of tweets claiming that Apple had "basically stopped" advertising on social media platform Twitter. This is bad news for the company. Apple reportedly spent $48 million on advertising in the first quarter of this year, accounting for more than 4% of Twitter's revenue.

Musk also specifically questioned Apple's chief executive: "Cook, what's going on?"

Since Musk took over Twitter last month, the company has begun to lose advertising business, and Apple is not the only customer to stop advertising on Twitter. Other big companies, including Volkswagen and Pfizer, have suspended advertising on the platform before Apple. According to a report by media affairs company Media Matters, Twitter's top 100 advertisers have run halfway since Musk took over. Mr Musk has previously blamed the "sharp drop in revenue" on pressure from activist groups on advertisers.

But while Mr Musk reacted fiercely to Apple's withdrawal of the Twitter ad, the relationship between the two companies faces a bigger problem.

Musk tweeted on Monday that Apple "threatened to remove Twitter apps from the Apple App Store". Apple has yet to confirm this, but there is widespread speculation that the decision may have something to do with Musk's move to massively revamp Twitter to affect the company's content review team. Industry insiders warn that Musk's move could make Twitter, a social media platform, a hotbed of bad content.

Apple plays an important role in Internet content distribution because it can determine which apps iPhone users can use. A few years ago, Apple reportedly considered kicking the ride-hailing app Uber out of the app store on the grounds that it violated Apple rules. If this really happens, users will not be able to use iPhone to take a taxi, which will hurt Uber greatly.

Yoel Roth, the former head of trust and security for Twitter, resigned shortly after Mr Musk took office, having publicly outlined what might happen after Mr Musk took over. In addition to advertisers and regulators, Ross specifically mentioned that Google and Apple are powerful forces that Twitter must deal with in terms of content censorship.

"if you do not follow the guidelines of Apple and Google, the consequences will be catastrophic, and Twitter could be driven out of their app stores, making it more difficult for billions of potential users to get Twitter services," Ross wrote. "Apple and Google have the power to influence Twitter's decisions."

On Tuesday, investor David Sacks said Microsoft, Apple, Google and Amazon all played the role of gatekeepers. Musk responded on Twitter, "this is a real problem."

"Apple and Google effectively control users' access to most Internet content through their app stores," Musk said.

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