Lil’ Finder Guy Mascot Takes Over Apple’s TikTok Feed

Upon the release of the new MacBook Neo, Apple introduced a new mascot for the brand, which the internet has dubbed Lil’ Finder Guy. Now, this anthropomorphized Mac Finder icon has taken over Apple’s TikTok feed.

The internet has cheered on the adorable Lil’ Finder Guy, and it seems as though Apple is recognizing the character’s popularity. Three new videos have been published to Apple’s TikTok account, all featuring Lil’ Finder Guy. As you can expect, the comment section has been on fire with reactions to the mascot.

Apple’s TikTok account has published a video centred on Stacks on the Mac desktop. Additionally, you’ll find a video focusing on a ring light app for Mac and another for Mac’s talk-to-text dictation feature. All three videos show Lil’ Finder Guy in various poses and even outfits.

Apple has never really leaned into the idea of a character-driven mascot before. Way back in the Apple Computer era, the dogcow known as Clarus was adopted as an unofficial mascot. This creation was originally made in part by the Cairo font by Susan Kare, a Human Interface Macintosh artist. Arguably, actor Justin Long got pretty close to being a mascot for the brand in the 2000s as him an John Hodgman would act out vignettes for the ‘Get a Mac’ campaign.

It’s refreshing to see Apple be a little more playful behind the scenes and incorporate Lil’ Finder Guy more and more. The internet is reacting very positively to the mascot so far, so Apple would be wise to continue capitalizing on the cute factor the character brings when discussing Mac products, like the MacBook Neo.