Apple is promoting the MacBook Neo with a series of intentionally strange TikTok videos that are successfully capturing Gen Z’s attention.
Since Thursday, Apple has been posting the videos in sets of three, with each video corresponding to one of the MacBook Neo’s Blush, Citrus, and Indigo color options. The laptop also comes in Silver, so there may be a final set of videos tomorrow.
Some of the videos show a lemon receiving a FaceTime call from a lime, the Mac’s Finder app icon blushing, and iconic footage from the original Macintosh’s introduction in 1984. Other videos are more abstract, with one showing citrus fruit in fizzy water and another showing a pink-hued sunrise, set to the Mac’s startup chime.
@apple hello?
@apple
@malatalia
♬ original sound – apple
Many comments on the videos have expressed confusion, and some people have asked if Apple’s TikTok account has been hacked. Others have caught on to and applauded Apple’s absurdist marketing, and the fact that it is allowing comments on these videos to begin with, which is something the company previously shied away from.
Apple also showed off a mini 3D figure modeled after the Finder app icon during a so-called “Matcha Break with MacBook Neo” live stream on TikTok on Wednesday, according to the well-known Apple fan account “Basic Apple Guy.”
The tiny Finder “mascot” appeared in an image that Apple posted on TikTok as well.
The figure has been dubbed “Little Finder Guy” or “Lil’ Finder Guy” on social media.
With the MacBook Neo priced as low as $499 in the U.S., it is likely to appeal to young people, and Apple’s marketing strategy clearly reflects that.