Has Apple dropped the ball with its Gen Z marketing?

A woman with curly hair is shown sitting on a tiled staircase, carefully placing a slim, silver laptop into a green corduroy backpack.

In the world of tech, Apple is the cool, turtleneck-clad millennial uncle who's effortlessly chic without ever really caring for trends. Now imagine if that uncle tried to 'get down with the kids'. Yeah. Cringe.

Ever since the launch of the Gen Zified MacBook Neo, things have been a little different when it comes to Apple's social media marketing. What was once a classy, space grey affair has turned into TikTok memes and bountiful silliness, and some Apple purists aren't happy. But is Apple simply staying relevant or losing sight of its iconic brand identity?