Apple finally unveiled its new low-cost laptop, the MacBook Neo, last week. To reach potential new buyers, the company has launched a fresh marketing campaign in the form of TikTok videos specifically targeting Gen Z/Alpha users. While these videos are quirky and fun, it seems the new Finder guy, which Apple created for promotion, is stealing all the limelight.
Apple’s new Finder guy character is all over the internet, and for good reasons
MacWorld has spotted the quick appearance of a tiny character based on Apple’s famous Finder icon. The tiny mascot has so far briefly appeared twice on Apple’s TikTok account. The first is a TLDR video showing off the MacBook Neo’s specifications. The second glimpse was captured by X user @m2macmini during a TikTok livestream, “Matcha Break with MacBook Neo.”
This video shows the new Finder guy working at a tiny desk with an even tinier MacBook Neo while sipping a cup of matcha. TikTok livestreams disappear once the stream ends. This means we’ll have to wait for another marketing video from Apple featuring the Finder guy to see him in action. That is, if there’s really another video of him coming.
He’s just 1 apple tall
— alijah ✰ (@m2macmini) March 5, 2026pic.twitter.com/DlKjuPSgdi
Apple fans are creating their own versions
The Finder guy seems to have become quite popular on the internet already. Apple fans all over are creating their own AI version of the character. They’re sharing images, videos, and even 3D models to show their fondness. While it’s not clear if the Finder guy will ever appear in another marketing video, it seems like the internet wouldn’t mind seeing him again.
Meanwhile, the MacBook Neo starts at $599 for the base model. It’s currently up for pre-orders, with general availability set for March 11. The laptop will be available in blush, indigo, silver, and citrus shades.
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