"On March 4, Apple launched its newest product, the head-turningly affordable $599 MacBook Neo. That same day, the company also deleted all of the content that once populated its TikTok page and started over. Its new videos-on view there are now 15-run the gamut from a clip inspired by Steve Jobs's original introduction of the 1984 Macintosh to a cutesy animation of the Mac finder icon giggling and blushing."
"This TikTok refresh is a clear play to cater to the audience that Apple knows is most interested in the Neo: Gen Z. The new laptop model, powered by the same architecture inside your iPhone, is targeting a younger user base with its unprecedentedly low price point and aesthetic color options, which tap into Gen Z's long-demonstrated obsession with retro-tech."
"Based on a Wayback Machine capture from February 28, Apple was sitting at 7 million followers and 21.9 million likes before the change; figures that have now jumped to 7.8 million and 31.6 million, respectively. Apple also recently debuted a secondary Instagram account called @helloapple, which will be dedicated to news, product marketing, and customer stories."
"Apple's new TikTok page works because it takes an amalgamation of trending aesthetics and blends them with Apple's high design point of view, turning every silly video into a loopable work of art."
Apple introduced the MacBook Neo, a $599 laptop powered by iPhone architecture, and simultaneously overhauled its TikTok presence by deleting previous content and starting fresh. The new strategy features 15 videos blending retro aesthetics with Apple's design philosophy, including references to the original 1984 Macintosh and playful animations. Videos are released in batches of three, each tied to Neo brand colors. This approach directly targets Gen Z through affordable pricing, retro-tech aesthetics, and trendy content formats. The strategy has proven effective, with followers increasing from 7 million to 7.8 million and likes jumping from 21.9 million to 31.6 million. Apple simultaneously launched @helloapple on Instagram for corporate-focused content, demonstrating broader social media expansion.
Read at Fast Company
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