"Welcome to the world, MacBook Neo, weighing 2.7 pounds, 13 inches, arriving March 11th, 2026. The first video announced the product with confetti and balloons, followed by increasingly absurdist content featuring the laptop's colorways: Silver, Blush, Citrus and Indigo, including surreal imagery like a lemon making a FaceTime call with a lime."
"The A18 Pro chip, 'breezes through your go‑to apps and [artificial intelligence] activities, putting power and efficiency at your fingertips,' the tech giant claimed in its marketing. However, on TikTok—where absurdist and surreal content often generates a lot of engagement—Apple struck a different tone with its marketing campaign, which one viral Reddit thread described as 'unhinged.'"
"Apple took down all of its other TikTok content—the company now has just 12 videos live on its official account. From there, Apple's videos got more absurdist, but they all followed themes of the Neo's colorways, with commentators noting the campaign represented a rare demonstration of a major company successfully engaging with TikTok's surreal content culture."
Apple announced the MacBook Neo, a low-cost laptop starting at $599 featuring the A18 Pro chip designed for everyday tasks and AI activities. The company adopted an unconventional marketing strategy on TikTok, replacing its standard content with 12 intentionally absurdist and surreal videos. These videos incorporated the MacBook Neo's four colorways—Silver, Blush, Citrus, and Indigo—through bizarre imagery including a lemon and lime FaceTime call, a blushing macOS logo, and mysterious blue hands. While some critics questioned the campaign's approach, commentators noted the videos effectively engaged TikTok's audience, where absurdist content typically generates significant engagement.
Read at Miami Herald
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