Apple, Disney and other big brands are pulling X ads – why Elon Musk's latest 'firestorm' could bring down the company

Frederic Legrand - COMEO/Shutterstock

Elon Musk’s recent endorsement of an antisemitic conspiracy theory on X (formerly Twitter) is the latest in a series of controversial statements the owner of the social media platform has made since he acquired it in 2022. Major brands including Disney, Apple and Microsoft have decided to pause or suspend their advertising spending on X in recent weeks.

Musk apologised for his post but then used profane language during an interview with New York Times...