Apple on Twitter: Tim Cook on why he doesn’t like X but why it’s still important to be on it

financialexpress.com:

Can we call Apple and Twitter (now x) in a love-hate relationship? Umm, after this interview, we arguably can. Despite some serious allegations that both the companies have placed on each other, Cook’s latest comments on why Apple still uses X reflects a deep of ambivalence.

In a recent interview with CBS Sunday Morning, the Apple CEO was asked about the company’s decision to continue using Twitter, despite accusations of antisemitism and other controversies on the platform.

“It’s something that we ask ourselves,” Cook replied. ” Generally, my view is Twitter’s an important property. I like the concept that it’s there for discourse and there as a town square.”

However, Cook also acknowledged that there are aspects of Twitter that he dislikes. ” There’s also some things about it I don’t like,” he said.

“Yeah, which is abhorrent. Just point blank, there is no place for it,” he added referring to the antisemitism on X. CEO of ADL, a leading anti-hate organisation in the world, Jonathan Greenblat has accused X CEO Elon Musk of running antisemitism campaign on X.

Apple is a major advertiser on Twitter, and Cook’s comments suggest that the company is taking the controversies on the platform seriously. However, it is not clear whether Apple is considering taking any concrete steps, such as reducing its advertising spending on Twitter or even leaving the platform altogether.

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Cook in the same interview also talked about Apple’s gradual shift from work from home policy. The employees are resisting Apple’s decision to come to office three days a week. Apple, starting September, has introduced a hybrid work from home policy