Why big tech is betting on cute mascots

Apple's new mascot (informally “Little Finder Guy”), introduced in March to promote a laptop, and Microsoft's Mico avatar for Copilot are part of a broader resurgence in brand mascots among big tech. Firms hope such characters humanize brands, deepen customer engagement and can tangibly boost market share—research cited shows companies using mascots are 37% more likely to grow market share. Examples like Duolingo's Duo (20m+ social followers) show mascots can materially amplify brand reach. Analysts warn mixing mascots with AI risks privacy and personalization concerns that could backfire, creating skepticism among older consumers even as younger users respond more positively. Overall, the trend is a strategic marketing move with potential brand and competitive implications for stocks like Apple and Microsoft, but with mixed reputational risk that could influence investor sentiment.