Elon Musk Claims Apple Threatened to Pull Twitter From App Store, Ready to 'Go to War' Over In-App Purchases

Elon Musk, the billionaire CEO of Twitter and Tesla, says Apple halted advertisements on the microblogging platform.

By Reuters | Updated: 29 November 2022 10:34 IST

Elon Musk Claims Apple Threatened to Pull Twitter From App Store, Ready to 'Go to War' Over In-App Purchases

Photo Credit: Bloomberg

In the first quarter of 2022, Apple was the top advertiser on Twitter

Highlights

The pause in advertising on Twitter is still unconfirmed by Apple
Apple previously removed apps such as Gab and Parler
Elon Musk has been vocal about his grievances with Apple

Elon Musk accused Apple of threatening to block Twitter Inc from its app store without saying why in a series of tweets on Monday that also said the iPhone maker had stopped advertising on the social media platform. The billionaire CEO of Twitter and Tesla said Apple was pressuring Twitter over content moderation demands.

The action, unconfirmed by Apple, would not be unusual as the company has routinely enforced its rules and previously removed apps such as Gab and Parler. The latter, which is popular with US conservatives, was restored by Apple in 2021 after the app updated its content and moderation practices, the companies said at the time.

Apple has also threatened to withhold Twitter from its App Store, but won't tell us why
— Elon Musk (@elonmusk) November 28, 2022

"Apple has mostly stopped advertising on Twitter. Do they hate free speech in America?," Musk last month, said in a tweet.

He later tagged Apple Chief Executive Officer Tim Cook's Twitter account in another tweet, asking "what's going on here?"

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What's going on here @tim_cook?
— Elon Musk (@elonmusk) November 28, 2022

Apple did not immediately respond to requests for comment.

"It wasn't clear to me how far up the Apple food chain that idea went internally and without knowing that, it isn't clear how seriously to take any of this," said Randal Picker, a professor at the University of Chicago Law School.

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The world's most valuable firm spent an estimated $131,600 (roughly Rs. 1,07,42,900) on Twitter ads between November 10 and November 16, down from $220,800 (roughly Rs. 1,80,23,385) between October16 and October 22, the week before Musk closed the Twitter deal, according to ad measurement firm Pathmatics.

In the first quarter of 2022, Apple was the top advertiser on Twitter, spending $48 million (roughly Rs. 391 crore) and accounting for more than 4 percent of total revenue for the period, the Washington Post reported, citing an internal Twitter document.

Twitter did not immediately respond to a Reuters request for comment on the report.

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'Go to war'

Among the list of grievances tweeted by Musk was the up to 30 percent fee Apple charges software developers for in-app purchases, with Musk posting a meme suggesting he was willing to "go to war" with Apple rather than paying the commission.

Did you know Apple puts a secret 30% tax on everything you buy through their App Store? https://t.co/LGkPZ4EYcz
— Elon Musk (@elonmusk) November 28, 2022

The fee has drawn criticism and lawsuits from companies such as Epic Games, the maker of Fortnite, while attracting the scrutiny of regulators globally.

The commission could weigh on Musk's attempts to boost subscription revenue at Twitter, in part to make up for the exodus of advertisers over content moderation concerns.

Companies from General Mills to luxury automaker Audi of America have stopped or paused advertising on Twitter since the acquisition, and Musk said earlier this month that the company had seen a "massive" drop in revenue.

Ad sales account for about 90 percent of Twitter's revenue.

The self-described free speech absolutist, whose company has in the past few days reinstated several Twitter accounts including that of former US President Donald Trump, has blamed activist groups for pressuring advertisers.

Ben Bajarin, the head of consumer technologies at research firm Creative Strategies, said that Musk may be reading too much into a regular process Apple goes through in app review.

"App review from Apple is not perfect by any means and a consistently frustrating process for developers but from what I hear it is a two-way conversation," he said.

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