Apple make-up? Never! Or is it?
11.3.2026
Translation: machine translated
What does the technology company Apple have to do with make-up? Nothing really - apart from a promotional video that gives rise to speculation.
Over 63 million views have been recorded by this 14-second clip. Within just four days! And this despite the fact that the content is not at all spectacular at first glance: someone dips their powder brush into a pink blush. Or maybe it's a highlighter. You can't really tell.
Source: Screenshot Tiktok @apple
Source: Screenshot Tiktok @apple
A really simple, under-staged sequence that only stands out because a) it was posted by Apple on Tiktok and b) the packaging design of the powder is based on a laptop. More specifically, the iBook G3 (produced from 1999 to 2001). Including a nibbled apple logo.
Source: Screenshot Tiktok @apple
Source: Ben Szymanski via Unsplash
The video, captioned «getting ready», promotes the new MacBook Neo in «Blush», one of four colours:
Aha, how fitting. So the «advertising story» could be over here. The mystery is finally solved. But let's take a closer look anyway. Just for fun.
Not such a bad idea
It's noticeable that this article on Apple's Tiktok account stands out from the rest. Of the twelve Apple posts currently visible (all about the MacBook Neo), the make-up video is by far the most popular with 63 million views, 5.9 million likes and 1.4 million shares. By comparison, the second most popular (posted 6 days ago, i.e. older) «has only» 16.6 million views, 1.7 million likes and 177 thousand shares. It seems that someone has piqued the interest of the beauty community - and created room for speculation.
At least that's what a glance at the comments column suggests. Everything from wishful thinking to rejection is there.
«apple cosmetics?»
«iShadow»
«Do yall have the blush pro?»
«One sec I have to update my blush»
«apple makeup before gta 6💔»
On the beauty news account Trendmood on Insta, where the post was also shared, the campaign also collected an above-average number of hearts with 16,000 likes. And opinions.
«They way I would buy this so fast»
«Dude, I seriously got excited for a minute. Would totally get it.»
«The level of disappointment I felt when I clicked the description and realize this is not an actual product I can buy right NOW 😭»
«No! They need to stay in their lane. Makeup brands are over saturated as it is.»
«It would be an overpriced product, compatible only with other iMakeup products 🤭»
«Apple should collaborate with MAC and called this Mac Book Blush»
To quote just a few voices
Realistic?
Was the clip really just an advert for the pink MacBook Neo? Or is it possibly a striking teaser for a future beauty collaboration?
One way or another, Apple has achieved its goal and attracted plenty of attention for the laptop blush. Mine too. And although I definitely can (and want to) live without «Apple Cosmetics», Apple would be well advised in terms of marketing to take advantage of this merch opportunity with a suitable player from the beauty scene.
It wouldn't be the first time that a tech company has teamed up with a cosmetics brand to appeal to a new target group: Microsoft, for example, launched twelve nail polishes inspired by Xbox games in 2022 together with the brand OPI, which gave buyers access to exclusive in-game content such as skins. This was later followed by consoles that were colour-coordinated with the polishes.
What Apple makes of the hype remains to be seen. In the meantime, I'll throw you the apple.
Would you buy a cheek rouge from Apple?
Header image: Natalie Hemengül
Natalie Hemengül
Senior Editor
Natalie.Hemenguel@digitecgalaxus.chAs a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.
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