Apple’s retail website recently featured an unexpected guest: the Lumon Terminal Pro, a fictional computer from the Apple TV+ series “Severance.” The device, recognizable to fans of the show, appeared in the Mac section with a bold “New” label, sparking curiosity among shoppers. However, this isn’t a real product launch—it’s a clever promotional nod to Apple’s streaming service. Purchasing any Mac computer currently includes a three-month free trial of Apple TV+, where “Severance” has become the platform’s most-watched original series to date.
The marketing push for “Severance” extends far beyond this Easter egg. Apple has embraced the show’s cult following with creative cross-promotions, including free e-books on Apple Books, a behind-the-scenes podcast hosted by Ben Stiller and Adam Scott, and even a fictional LinkedIn profile for Lumon Industries, the eerie corporation central to the show’s plot. Playlists, pop-up experiences, and editor interviews further immerse fans in the series’ unsettling world. In a recent feature, editor Geoffrey Richman highlighted how Apple’s hardware—like the iMac and MacBook Pro—powers the show’s intricate editing process, blending storytelling with real-world tech.
While the Lumon Terminal Pro isn’t available for purchase, its website cameo underscores Apple’s strategy to intertwine its services and hardware ecosystems. The company’s services division, which includes Apple TV+, continues to drive revenue growth, hitting a record $26.34 billion last quarter. For now, fans can enjoy the show’s eerie ambiance through these curated experiences—or by snagging a new Mac to dive into the mystery themselves.
