Tech giants Microsoft and Apple are among a wave of businesses who have recently introduced new cartoon character mascots, a tactic experts say is often used to make a brand seem more human and friendly, and to build a stronger connection with customers. Apple's character, a blue and white figure with an outsized head, has become unofficially known as Little Finder Guy. Introduced in March in social media videos to promote a new laptop, it has gained some positive coverage. Microsoft, w
