Elon Musk declared war on tech giant Apple on Monday. He did so on his recently acquired social network, Twitter, of which he is one month into his tenure as CEO. Twitter is also the source of the problems with Tim Cook's company. According to Musk, Apple stopped advertising on the social network, which poses a risk to Twitter and to freedom of expression:
Apple has mostly stopped advertising on Twitter. Do they hate free speech in America?
- Elon Musk (@elonmusk) November 28, 2022
Musk began receiving hundreds of responses to his statements about Apple. He took advantage of the fact that one of the responses came from a company that claimed that the tech giant had also censored him. That was the argument the businessman used to continue digging for evidence against Apple. He also used the parody of one of the company's best-known advertisements, the one released in 1984, to define Apple's control:
Who else has Apple censored? https://t.co/lZculFIkAX
- Elon Musk (@elonmusk) November 28, 2022
Accurate https://t.co/1PRfh67nWX
- Elon Musk (@elonmusk) November 28, 2022
Twitter could disappear from Apple and Google Store
It is not the only threat that the bird's social network must face. Apple and Google could pose another danger to freedom of expression on Twitter. What's more, both sent a warning the platform that they could ban it from their app stores, Apple Store and Google Play. And, according to the manager, without any kind of proof:
Apple has also threatened to withhold Twitter from its App Store, but won't tell us why
- Elon Musk (@elonmusk) November 28, 2022
In response, Musk hit back and said that, should both companies veto Twitter, he would be forced to create his own cell phone:
I certainly hope it does not come to that, but, yes, if there is no other choice, I will make an alternative phone
- Elon Musk (@elonmusk) November 25, 2022
Musk was not yet finished with the company founded by Steve Jobs. Hours later, he attacked where it hurts the apple company the most: its prices, for which he is not the only one to consider them "abusive." He did not focus on how much any Apple product costs, but rather assured that the company pockets a most profitable amount for every product that ends up on its App Store:
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 fight, however, no longer centered on the tech giant's predatory pricing or the advertising Twitter receives from Apple. Musk said he was going further; it's a fight for "the future of civilization," at risk from Apple's policy:
This is a battle for the future of civilization. If free speech is lost even in America, tyranny is all that lies ahead.
- Elon Musk (@elonmusk) November 29, 2022
Neither Apple nor its CEO, Tim Cook, have yet replied to Elon Musk's attacks. There is also no explanation for the decision to reduce advertising on the social network. Yes, there is data on Apple's advertising decline on the social network. As reported by Reuters, Apple spent $131,600 between November 10 and 16. A number well below the $220,800 that the tech giant invested in advertising on the social network between October 16 and 22, the week in which Musk closed the purchase of Twitter.
Tim Cook and Elon Musk, enemies since 2016
The history between Elon Musk and Apple goes back a long way. In 2016, Tim Cook attempted to buy another of Musk's companies, Tesla. He, at first, agreed to the idea, but made one condition: in return, he wanted to be Apple's CEO. An anecdote from the book Power Play: Tesla, Elon Musk and the Bet of the Century:
Apple Chief Executive Tim Cook and Tesla Chief Executive Elon Musk are talking on the phone. The 2016 unveiling of the make-it-or-break-it Model 3 is coming soon, but Tesla is in serious financial trouble. Cook has an idea: Apple buys Tesla.
Musk is interested, but one condition: “I’m CEO.”
Sure, says Cook. When Apple bought Beats in 2014, it kept on the founders, Jimmy Iovine and Dr. Dre.
No, Musk says. Apple. Apple CEO.
“F— you” Cook says, and hangs up.
However, Musk denied in a tweet posted in 2021 the alleged meeting between him and Cook. He does claim that there were negotiations for Apple to add Tesla to its portfolio, but they never came to fruition, as Cook refused to meet with him, ending the deal:
Cook & I have never spoken or written to each other ever.
There was a point where I requested to meet with Cook to talk about Apple buying Tesla. There were no conditions of acquisition proposed whatsoever.
He refused to meet. Tesla was worth about 6% of today's value.
- Elon Musk (@elonmusk) July 30, 2021
