Tim Cook defends Apple’s X ad despite content

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, while the Apple CEO addressed issues of political equality and environmental efforts.

Less than a week after Apple’s “Wonderlust” event for the iPhone 15, CBS Sunday Morning aired a segment on Tim Cook and Apple, covering a range of topics from the environment to social equality.

Starting with environmental issues, Cook begins by denying that Apple demonstrates any virtue in its projects. “We need hard work,” Cook says, referring to initiatives that make sense for the business.

“I want this to work because I want other people to copy it, and I know they won’t copy a solution that isn’t a good economic solution,” Cook insists.

“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 in the pond, we want people to look at this and say I can do this too.” “or I can do half of it.” 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 moves on to Cook’s political comments on equality. It talks about how Texas is promoting a business-friendly climate and how the state is passing anti-abortion, anti-transgender, and anti-gay laws.

When asked about Cook’s commitment to equality and how Texas policies conflict with those views, Cook explains that there will always be times when Apple operates where 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. This is how we show up as a company,” says Cook. “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 is reconsidering advertising on X after these incidents, Cook says, “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. also some things I don’t like.”

In the 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.”