Apple has recently introduced a new Instagram handle, @helloapple, broadening its social media footprint beyond the existing @apple profile, which has 36.2 million followers. The new account aims to convey content that showcases a more personal and interactive aspect of the brand, as stated in its bio: “Our stories, and yours.”
The @helloapple profile launched with six posts, presenting a diverse array of content, including a reel that highlights various Apple logo designs, a promotional clip for the MacBook Neo, and a repost of an Apple TV-F1 video. This strategy indicates that the account will emphasize a more laid-back and entertaining depiction of the brand, likely appealing to a younger audience, especially Gen Z.
Apple has found success on other platforms, particularly TikTok, where it has innovatively showcased products like the MacBook Neo. The creation of the @helloapple account may act as an Instagram extension of this strategy, enabling the company to engage with users in a more relaxed format.
As the account evolves, it will be intriguing to observe how Apple manages the content across its two Instagram profiles. The choice to keep separate handles raises considerations regarding brand cohesion and the effectiveness of appealing to diverse demographics through unique messaging.
For those eager to follow Apple’s new initiative, the @helloapple account is available on Instagram.