Apple launches new marketing campaigns for MacBook Neo and upcoming event

Apple is engaging in multiple marketing efforts ahead of its upcoming September 9 event. In Japan, the company has launched a social media campaign for the MacBook Neo, its most affordable laptop. Developed with TBWA\Media Arts Lab Tokyo, the campaign utilizes the “Mac Doya” meme—a local slang term for a proud gesture—to celebrate Mac owners displaying their devices in public. The campaign features the creator group Zeropuri and includes content filmed in various locations, including Harajuku, cafes, and parks.

Simultaneously, Apple has activated a custom “hashmoji” on X for users posting with the #AppleEvent hashtag. The custom logo follows the theme of the event invitation, which features the tagline “Surprise and shine.” The upcoming event is expected to feature announcements regarding new iPhone models, Apple Watch, and AirPods.