Have you heard the one concerning the lemon FaceTiming the lime? Me neither, however Apple appears to assume it is fairly humorous. Last week we declared that Apple was rediscovering its sense of fun with its new product adverts, which characteristic bolder and extra vibrant graphics than we have seen from Apple in years. But these are nothing in contrast with the zest on show on TikTok.
Apple has wiped its complete archive of TikTok movies, and has as a substitute been posting a collection of quick, surreal clips that appear designed to spotlight the assorted colors of the brand new MacBook Neo. And if you happen to thought the retro colors of the Neo had been baiting Gen Z, wait till you see these.
From MacBooks in (grossly outsized) denims pockets to pink compact mirrors formed just like the iBook G3, the movies are full of weird non sequiturs and tableaus. The complete vibe is deeply irreverent – which is not precisely a phrase we would have used to explain Apple’s advertising output lately. Even when it tried to be fun, Apple at all times got here throughout as afraid to look unpolished. Not so right here.
“Bits and pieces of that old Apple charm is leaking through recently I love it,” one Redditor comments on the adverts, whereas one other provides, “The lemon face timing the lime got me. That was pretty good.” Another consumer sums up, “Honestly, I love it. I hate modern ads, they’re too formal and safe it feels like a corporate training video.”
Whoever is operating the brand new Apple account on TikTok wants a increase. These are all fabulous. pic.twitter.com/Sg46yVlDrRMarch 6, 2026
But head to extra ‘conventional’ Apple information outlet MacRumors and you will find extra damning feedback. “Small things amuse small minds,” one consumer laments. “How many 13 year olds did Apple hire to create this awkward content?” Weeps one other. One suspects these customers won’t be within the goal demographic for the adverts.
As for me, nicely, sure, the adverts are making me really feel previous. I’m struck by that sinking feeling that the joke goes over my head not as a result of it is not humorous, however as a result of I’m beginning to lack the net literacy for it (however actually, is a lemon speaking to a lime actually that humorous?). Still, if the adverts are talking to younger individuals, I’m all for it. And extra importantly, if Apple is transferring in the direction of much less stuffy promoting horizons, convey it on.
For the ultimate phrase on these adverts, I requested a Gen Z member of the Creative Bloq staff for her take: “I think they’re cute! I like that they’re leaning into the Gen Z vibe. Tonally it’s great, not trying too hard but omitting the stuffy corporate seriousness of Apple branding.” So there now we have it.
