Steve Jobs Meets Brain Rot: Inside Apple’s Bold New Social Strategy

Apple just deleted its entire TikTok history to embrace brain rot and Y2K nostalgia. Here’s why that’s smart.

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My new favorite creator on TikTok is Apple. Yes, that Apple.

On March 4, Apple launched its newest product, the head-turningly affordable $599 MacBook Neo. That same day, the company also deleted all of the content that once populated its TikTok page and started over. Its new videos—on view there are now 15—run the gamut from a clip inspired by Steve Jobs’s original introduction of the 1984 Macintosh to a cutesy animation of the Mac finder icon giggling and blushing. The videos have consistently debuted in........

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