Apple is using a quirky TikTok campaign to pitch the MacBook Neo to first-time Mac users, featuring an adorable Finder guy character. The company launched bizarre 'brain rot' videos on the platform, including limes FaceTiming lemons and blushing Apple logos. This strategy targets Gen Alpha in education, aiming to attract a new generation of Mac owners.

The Finder guy first appeared in a TLDR video showcasing the Neo's specs, then briefly in a livestream sipping matcha at a tiny desk with a miniature MacBook Neo. His popularity is already evident, with fans creating their own versions like the 'Basic Apple Guy'. Apple needs to make these characters official.