Have you ever imagined seeing "Lemon" calling "Lemon Benzhir" via FaceTime on Apple's official account? Yes, that's happening now! It seems Apple has decided to abandon its decorum and reserve and start engaging in a kind of "smart silliness" on the TikTok platform. The aim of these bizarre antics is to promote the new MacBook Neo, which apparently wants to be the loyal and colorful companion of Gen Z.
Unusual videos
@apple hello?
Since last Thursday, Apple has been releasing three sets of videos, each designed to complement one of the MacBook Neo's attractive colors: Blush, Citrus, and Indigo. These videos aren't just boring, conventional ads; they're a whimsical blend of absurdity and nostalgia that appeals to the TikTok mindset.
In one video, the iconic Finder icon appears to "blush" and turn pink in a comical fashion. Other videos feature historical footage from the original 1984 Macintosh launch mixed with abstract landscapes and the classic Mac startup sounds we all adore. It's a rather bizarre take on modern digital "art" and marketing.
The appearance of the "Little Finder Man"
The bizarre moves didn't stop at short videos; Apple went even further during a live stream titled "Match Break with MacBook Neo," where they unveiled a small 3D model inspired by the Finder icon. This miniature model quickly became a social media sensation, with followers dubbing it "Little Finder Guy."
This little creature is not just a cute shape, but it seems to represent the new identity of Macs targeting young people; they are fun, colorful, and simple devices, just like this little Mascot that has started to appear in Apple’s official platform photos.
Has my Apple account been hacked?
@apple getting ready
It's ironic that many followers and commenters seriously wondered, "Has Apple's account been hacked?" because the style of these videos is far removed from the usual prestige and seriousness of the Cupertino company. But the truth is, this is a brilliant marketing move; Apple knows that the MacBook Neo, with its affordable starting price of $499, is the perfect choice for students and young adults.
To reach this demographic, Apple had to speak their language, employing the memes and absurd humor that TikTok users love. Even more surprising is that Apple enabled comments on these videos, something the company had avoided for years, demonstrating a genuine desire to break down the barriers between itself and younger users.
A new strategy for the new generation
It seems Apple is no longer solely focused on achieving absolute professionalism in everything, but has begun to realize that a friendly and playful persona might be more appealing in today's digital world. The simplicity of the videos, such as shots of lemons in sparkling water or a pink sunrise set to the Mac's theme song, makes the brand appear more human and less rigid.
With this competitive price and specifications that include the A18 Pro chip, the MacBook Neo is on the path to success, not only because of its hardware, but also because of this marketing campaign that has everyone talking about Apple, even if the conversation begins with the phrase, “What is Apple doing in this strange video?”
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