Apple is trying out a new Gen Z-style marketing approach. For more than thirty years, Apple has marketed its products the same way: a highly polished, tightly controlled style. But in its latest TikTok campaign for the new MacBook Neo, the brand is experimenting with something very Gen Z coded, leaning heavily into young people’s random sense of humor. In one TikTok, with 3.4M views and 165K likes, a lemon receives a FaceTime call from a lime; another references a viral moment from Dakota Johnson where she joked about being “obsessed” with arranging limes. The campaign also quietly introduced a small mascot inspired by the Finder icon—quickly dubbed “Lil’ Finder Guy” by young viewers. The chaotic tone is paired with something else highly unusual for Apple: they left the comments open. It’s turning each post into a meme-filled discussion about whether Apple is strategically courting Gen Z or simply letting the Gen Z intern run the account. (nss mag)
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