Elon Musk claims Apple, Twitter’s main advertising client, has ‘fully returned’ to the platform

The “most painful” phase of Twitter’s business restructuring is already behind us, if CEO Elon Musk is to be believed, with Apple, Twitter’s main advertising client, fully resuming commercial relations with the microblogging platform.

Freed of the “baggage” of unproductive employees and with media controversy gradually exiting the public eye, Twitter appears to be heading in the direction the SpaceX chief wants, becoming a truly profitable company. Or, at least, that’s the message Elon Musk is sending.

Rather cautious in taking a position, Apple has neither confirmed nor denied ending its advertising relationship with Twitter. Nor has there ever been any indication that a slowdown in Apple’s contracted advertising was due to controversy over Musk’s Twitter acquisition, or simple variations that arose at the end of the month.

What is certain is that Elon Musk visited the Apple Park center on Wednesday to meet with CEO Tim Cook. The meeting went well, with Musk publicly stating that Apple never planned to remove Twitter from the App Store. Shortly after the meeting Musk confirmed that Apple has stepped up its Twitter advertising again, while also reminding that Apple is the company’s biggest advertiser, so it’s an important relationship to watch as other advertisers cut their spending.

Musk’s comments today come after a Washington Post report earlier this week indicated that Apple “spent about $131,600 on Twitter ads between Nov. 10 and Nov. 16, down from $220,800 between Oct. 16 and Oct. 22, the week before Musk. shut down Twitter.”

Following the statements offered by Musk, the softening of relations with Apple will likely entice other players in the advertising industry to resume doing business with Twitter. As for the “other problems” left after the mass departure of employees, resolving them may not be as easy, with the platform facing an unprecedented rise in abuses of all kinds, from hate speech to the uncontrolled spread of spam and the posting of pirated content.