The Lumon Terminal Pro Makes an Unexpected Appearance on Apple’s Website

In a surprising move, Apple has featured the Lumon Terminal Pro—the fictional computer from the hit Apple TV+ series Severance—on its official retail website. The computer, which plays a significant role in the eerie, corporate world of Severance, is now listed among Apple’s Mac computers. But before Severance fans get too excited, there’s a catch: The Lumon Terminal Pro isn’t actually for sale.

Instead, the appearance of the computer on Apple’s website is part of a clever marketing strategy to promote Apple TV+, the company’s streaming service. While the Lumon Terminal Pro remains an iconic piece of the Severance universe, it serves as a promotional tool to highlight Apple’s growing services business.

Apple Uses the Lumon Terminal Pro to Promote Apple TV+

Apple’s inclusion of the Lumon Terminal Pro on their retail site is more than just an Easter egg for fans of Severance. The move is a strategic play to increase visibility for Apple TV+ and its original programming. The device, which is adorned with a red “New” label on the site, links to Apple’s free three-month Apple TV+ trial with any Mac purchase. This promotion serves as a reminder that Apple’s services business is becoming an increasingly important part of the company’s bottom line. In its most recent earnings report, Apple announced that its services division grew by 4%, reaching a record-breaking $26.34 billion in revenue. This boost in services revenue has been essential in propelling Apple’s gross margin to new heights. The Lumon Terminal Pro’s presence on the website highlights how Apple is leveraging its popular TV shows, like Severance, to attract new subscribers to Apple TV+ and boost sales across its hardware offerings.

Apple’s Growing Focus on Severance and Its Pop Culture Appeal

Apple has made no secret of the fact that Severance is now one of its most-watched TV series ever, and the company is capitalizing on its massive popularity through a range of creative tie-ins. From free e-books on Apple Books to a Severance podcast featuring stars Ben Stiller and Adam Scott, Apple has gone all-in on leveraging the show’s cultural relevance. In addition to the Severance-themed content, Apple also created a LinkedIn profile for the fictional company in the series, Lumon Industries, adding to the immersive experience. To further engage fans, the company hosted a Severance-themed pop-up event in New York City and curated a Severance-inspired playlist, allowing fans to dive deeper into the world of the show.

Behind the Scenes with the Severance Editing Process

Alongside the Lumon Terminal Pro listing, Apple is offering a behind-the-scenes look at how one of the show’s editors, Geoffrey Richman, uses Apple’s hardware to bring the series to life. Richman, who has worked on Severance in various capacities, explains how he uses tools like the iMac, Mac mini, and MacBook Pro to edit the show both at home and on the go.

This short film offers a glimpse into the editing process that goes into creating the show’s distinctive look and feel. With its unique visual style and complex narrative structure, Severance has become a cultural phenomenon, and Apple is eager to showcase how its products are used in the creative process behind the scenes.

The Impact of Apple’s Marketing Strategy

By integrating the Lumon Terminal Pro into their retail website, Apple is tapping into the immense popularity of Severance to promote both Apple TV+ and its hardware products. This is a clear example of how Apple’s ecosystem of devices and services continues to converge in new and innovative ways. The success of Severance has shown that Apple TV+ is not just a side project—it’s becoming a critical part of the company’s overall business strategy. With the rise of streaming services and content creation, Apple’s aggressive marketing tactics for its TV+ platform are beginning to pay off. By using shows like Severance to engage audiences and drive sales, Apple is positioning itself as a key player in the entertainment and tech industries.

Apple hardware, Apple marketing, Apple TV+, Apple TV+ promotion, Lumon Terminal Pro, Severance, streaming services