Apple creates adorable little Finder guy to promote its adorable little Mac

Apple is pitching the MacBook Neo at people who’ve never owned a Mac before, and it’s reaching out to them in the place it thinks it will find this new generation of potential Mac users: TikTok.

The company has been running a series of quirky ads on the video streaming platform, some of them featuring an adorable little Finder guy …

Macworld previously reported on an Apple marketing strategy for the Neo that specifically targets Gen Alpha in the education market.

Apple launched an unconventional TikTok marketing campaign featuring 12 bizarre “brain rot” videos to promote the new MacBook Neo, including content like limes FaceTiming lemons and blushing Apple logos.

The site then spotted the appearance of a tiny character based on the Finder icon.

So far, he’s made two brief appearances on Apple’s TikTok account. The first was on a TLDR video showcasing the Neo’s specs, while the second glimpse was captured by X user @m2macmini during a TikTok livestream called “Matcha Break with MacBook Neo.” In the video still, he’s seen working at a tiny desk with an even tinier MacBook Neo, drinking a cup of matcha. Since TikTok livestreams disappear immediately after the stream ends, we’ll have to wait until Apple runs another video featuring the little Happy Mac if we ever want to see him in action again.

He’s already proving popular, with Apple fans creating their own versions of the character. Basic Apple Guy came up with these super cute versions.