The Lumon Terminal Pro — the computer used in Apple TV’s hit series “Severance” — has appeared on Apple’s retail website. When shopping Apple.com, you’ll see the new device, adorned with a red “New” label, when you click to view the available Mac computers Apple has for sale from the top-level navigation.
But sorry, “Severance” fans: The Lumon terminal computer isn’t actually for sale.
Instead, its appearance on the retail website serves as an advertisement for Apple’s streaming service, Apple TV+, which is available as a free three-month trial with any purchase of a Mac computer. The streaming offering is a part of Apple’s growing services business, which grew by 4% in the most recent quarter to reach $26.34 billion, helping push Apple’s gross margin to the highest on record.
Given its pop culture appeal, the Cupertino-based tech giant has been heavily marketing “Severance,” now Apple’s most-watched TV series ever, with a number of official tie-ins, including free e-books on Apple Books, a “Severance” podcast with Ben Stiller and Adam Scott, a LinkedIn profile for Lumon Industries (the fictional company in the show), a “Severance”-themed playlist, an NYC pop-up, and more.
On Wednesday, the company also showcased how one of the show’s editors, Geoffrey Richman, uses an iMac, Mac mini, and MacBook Pro to work on the series, whether on location, at home, or on the go.
Alongside the Lumon Terminal Pro listing, there’s a link to a short film offering a behind-the-scenes look at his editing process.
