Cook justifies Apple's advertising on X as a 'town square' for the Internet

Apple CEO Tim Cook [CBS Sunday Morning]

Following less than a week after Apple's "Wonderlust" iPhone 15 event, the Sunday broadcast of CBS Sunday Morning had a feature about Tim Cook and Apple, covering a wide range of topics from the environment to social equality.

Opening with environmental issues, Cook starts by denying Apple does any virtue signaling with its projects. "We want the hard work," Cook claims, referring to initiatives that make business sense.

"I want to see that it pencils out because I want other people to copy it and I know they're not going to copy a decision that's not a good economic decision," Cook insists.

"It can be done, and it can be done in a way that others can replicate, which is very important for us. We want to be the ripple in the pond, we want people to look at this and say I can do that too' or I can do half of that.' We want people to look at this and rip it off."

Equality and X

After discussing a solar project in Texas and visiting an Apple campus in the state, the interview turns to Cook's political commentary about equality. It touches on how Texas promotes business-friendly climate, the state has pursued anti-abortion and anti-trans and gay legislation.

When pressed about Cook's commitment to equality and the state of Texas politics clashing with those views, Cook explains that there will always be instances where Apple is operating where the company and the government have differences in opinion.

"But I'm telling you from our heart, we believe in treating everyone with dignity and respect, And that's how we show up as a company," Cook says. "We believe in being a part of the community and trying to advocate for change, rather than pulling the moat up and going away."

The interview then shifts to Twitter, now known as X, as the ADL has accused Elon Musk of helping promote antisemitic content on the platform.

Asked on whether Apple is reconsidering advertising on X following these incidents, Cook says it's "something that we ask ourselves. Generally, my view is Twitter's an important property. I like the concept that it's there for discourse and there is a town square. There's also some things that I don't like."

Pressed in the interview, Cook calls antisemitism "abhorrent, just point blank, there's no place for it." When asked if it's something Apple is evaluating, Cook adds "it's something we constantly ask ourselves."