On TikTok, Apple is bringing its marketing into the brainrot era

Apple‘s new TikTok account is a hit with the kids.

Since unveiling the Macbook Neo earlier in March, the tech giant has increased its activity on its official TikTok account. Since March 4,  Apple has promoted its colorful, economical laptop line by posting 14 TikTok videos. All of those clips have received at least two million views, and the most-watched upload of the bunch has garnered nearly 18 million hits over two weeks.

@apple MacBook Neo in Citrus #MacBookNeo ♬ original sound – apple

That video emphasizes colors, features no dialogue, and uses ASMR-style sounds. In other words, Apple’s marketing strategy is moving into “brainrot” territory. Specifically, the TikTok videos exist within the genre we’ve dubbed “kidslop.” They’re surprising, vibey, and easy to translate across cultural boundaries.

Kidslop is the domain of Gen Alpha, and that’s a good demographic for Apple to reach. For one thing, teenagers apparently think the Cupertino-based corporation is pretty cool. They’re also big on vibes and conscious of their spending. Does that mean they’ll dig a $599 laptop that comes in a variety of colors and features the user-friendly MacOS interface

Apple seems to think so, which is why it’s delivering a blitz of minimalist TikTok videos. Its marketing division has long been at the top of its class, and the pivot to Gen Z- and Gen Alpha-approved aesthetics shows that Apple is still upholding its promise to “think different.”

Of course, Apple is hardly the first brand to see nonsensical social media content as a marketing opportunity. The company most associated with that approach is Duolingo, which has dabbled in comics, chess, and other eclectic categories that allow it to meet today’s kids where they hang out. Duolingo vets are now moving to run social media ops for brands like DoorDash, and Apple is also seeing the value of a borderline dadaist approach to ads.

That strategy won’t just sell computers — it will embed Apple into the culture of the For You Page. If the Finder face joins the Duolingo owl as a popular kidslop character, I won’t be surprised.