Apple has once again demonstrated its mastery of blending entertainment with technology by featuring the Lumon Terminal Pro, the fictional computer from Apple TV+’s hit series Severance, on its official retail website. While the device isn’t actually available for purchase, its placement on Apple.com serves as an elaborate marketing strategy to promote Apple’s streaming service, Apple TV+.
By leveraging the immense popularity of Severance, Apple has created a unique promotional campaign that not only intrigues fans of the show but also strengthens its streaming business. This move highlights the company’s broader strategy of integrating its ecosystem—hardware, software, and content—into a seamless, engaging experience for consumers.
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The Lumon Terminal Pro: A Nostalgic Yet Futuristic Design
The Lumon Terminal Pro, as seen in Severance, is a strikingly retro-styled computer that evokes the aesthetics of early computing, with a monochrome CRT display, a chunky keyboard, and a minimalist interface. The device plays a crucial role in the show, acting as the primary workstation for employees inside Lumon Industries, the fictional corporation where workers experience “severance,” a process that splits their consciousness into separate work and personal identities.
While Apple is known for sleek, modern designs like the MacBook Pro, Mac mini, and iMac, the Lumon Terminal Pro represents a creative departure—one that perfectly aligns with Severance’s eerie, dystopian atmosphere. Fans of the show have long speculated about the inspiration behind the terminal’s design, and its unexpected appearance on Apple’s retail website has only fueled further excitement.
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Marketing Strategy: Using Pop Culture to Drive Engagement
Rather than simply promoting its hardware lineup, Apple has been using Severance to boost engagement with its Apple TV+ streaming platform. By featuring the Lumon Terminal Pro alongside real Mac computers, Apple effectively draws attention to the show and encourages users to explore the Apple TV+ catalog.
This marketing effort aligns with Apple’s strategy of growing its services sector, which reached $26.34 billion in revenue in the most recent quarter—a 4% increase from the previous year. With its hardware sales experiencing fluctuations, Apple has been focusing heavily on its subscription-based services, including Apple TV+, Apple Music, Apple Arcade, and iCloud.
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Severance: Apple TV+’s Biggest Hit
Since its debut, Severance has become Apple TV+’s most-watched series, drawing widespread acclaim for its storytelling, cinematography, and thought-provoking themes. Directed by Ben Stiller and starring Adam Scott, the series explores corporate culture in a surreal, unsettling manner that has resonated deeply with audiences.
Recognizing the show’s popularity, Apple has gone all-in on marketing efforts, introducing a variety of Severance-themed tie-ins, including:
- A LinkedIn profile for Lumon Industries – A playful nod to the fictional company, making the world of Severance feel more real.
- A free e-book series on Apple Books – Offering deeper insights into the show’s lore.
- A “Severance” podcast – Featuring conversations with Ben Stiller, Adam Scott, and other key figures from the production team.
- A curated Apple Music playlist – Featuring songs inspired by the show.
- A New York City pop-up experience – Giving fans an immersive look inside the world of Lumon Industries.
These creative marketing efforts not only increase engagement but also strengthen Apple’s brand as a hub for high-quality, original content.
Behind the Scenes: How Apple Products Power Severance
In addition to showcasing the Lumon Terminal Pro, Apple has also highlighted how its real-world Mac products contribute to the production of Severance.
One key figure in the series’ post-production process is Geoffrey Richman, a lead editor on Severance. Apple has shared a behind-the-scenes look at his workflow, revealing that he relies on a combination of:
- MacBook Pro – Used for editing while traveling.
- iMac – A desktop workstation for heavy-duty video editing.
- Mac mini – A compact yet powerful device used in the editing process.
By showcasing how Apple products are used in Hollywood productions, the company subtly reinforces the power and versatility of its Mac lineup, appealing to professional creatives and aspiring filmmakers alike.
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Apple’s Growing Influence in Entertainment
Apple’s foray into entertainment has evolved significantly over the past decade. Initially known for hardware innovations like the iPhone, MacBook, and iPad, Apple has transformed itself into a major player in content production through Apple TV+.
With critically acclaimed titles like Ted Lasso, The Morning Show, Foundation, and now Severance, Apple has established itself as a key competitor to streaming giants like Netflix, Disney+, and Amazon Prime Video.
The decision to place the Lumon Terminal Pro on Apple’s retail website exemplifies how the company is seamlessly blending its hardware business with its entertainment division—creating a unified experience that keeps users engaged within the Apple ecosystem.
What This Means for Apple Fans and Severance Viewers
For Severance fans, the Lumon Terminal Pro’s presence on Apple’s website is a fun, unexpected surprise that enhances the show’s lore. While the computer isn’t actually for sale, its listing serves as an Easter egg that deepens the connection between the series and Apple’s brand.
For Apple customers, this move highlights the company’s continued push into streaming and content-driven marketing. Whether you’re shopping for a MacBook Air, iMac, or Mac Studio, you’ll now also be reminded that Apple TV+ is part of the deal, with a three-month free trial included with every Mac purchase.
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Conclusion
The inclusion of the Lumon Terminal Pro on Apple’s website is a masterclass in marketing, leveraging pop culture to drive engagement with Apple TV+. By blending its hardware, software, and content ecosystem, Apple continues to redefine the relationship between technology and entertainment.
As Severance gears up for its highly anticipated second season, fans can expect even more creative marketing tie-ins from Apple—further blurring the lines between fiction and reality.
FAQs
- What is the Lumon Terminal Pro?
- The Lumon Terminal Pro is a fictional computer featured in the Apple TV+ series Severance.
- Can I buy the Lumon Terminal Pro?
- No, the device is not for sale. It is listed on Apple’s website as a promotional tie-in for Severance.
- Why did Apple feature the Lumon Terminal Pro on its website?
- It is part of a marketing campaign to promote Apple TV+ and its most popular show, Severance.
- Does Apple TV+ offer a free trial?
- Yes, Apple provides a three-month free trial of Apple TV+ with the purchase of a Mac computer.
- Who created Severance?
- Severance was directed by Ben Stiller and stars Adam Scott in the lead role.
- Is Apple TV+ gaining popularity?
- Yes, Apple TV+ has grown significantly, with Severance becoming its most-watched show.
- How does Apple benefit from promoting Severance?
- It boosts engagement with Apple TV+, driving subscriptions and strengthening Apple’s ecosystem.
- What Apple products are used in editing Severance?
- The show’s editors use a MacBook Pro, iMac, and Mac mini for video editing.
- What other shows are popular on Apple TV+?
- Some of Apple TV+’s biggest hits include Ted Lasso, The Morning Show, and Foundation.
- Will there be a second season of Severance?
- Yes, a second season has been confirmed and is currently in production.