Amazon is ramping up ad spending on Elon Musk’s X, according to people familiar with the situation, a major shift after pulling much of its advertising more than a year ago, when many brands had concerns about hate speech on the platform.

Amazon.com is increasing its advertising on billionaire Elon Musk's social media platform X, the Wall Street Journal reported on Thursday, citing people familiar with the matter.

The Tesla CEO's net worth fell by around $4 billion yesterday, however, according to the Bloomberg Billionaire Index.

Apple did not immediately respond to a request for comment, but SpaceX CEO Elon Musk seemingly confirmed the partnership on X, writing: "Medium-resolution images, music, and audio podcasts should work with the current generation Starlink direct-to-phone constellation. The next-generation constellation will support medium-resolution video."

Bloomberg News first reported on Tuesday that Apple, SpaceX and T-Mobile had been secretively working to add support for the network.

Right now, iPhones use Apple’s own satellite service, but it’s pretty basic—just emergency calls, texting, and location sharing.