If you’ve been browsing Apple’s website for a new Mac, you might have come across an unexpected addition, the Lumon Terminal Pro. Fans of Apple TV+’s hit series Severance will immediately recognize the retro-styled computer from the eerie, corporate-controlled world of Lumon Industries. But before you get too excited, here’s the catch, it’s not actually for sale.
Instead, Apple is using the Lumon Terminal Pro as a clever marketing stunt to promote Severance and its streaming service, Apple TV+. The listing appears alongside Apple’s lineup of Mac computers, marked with a red “New” label. Clicking on it, however, doesn’t lead to a product page but rather a promo for Apple TV+, which comes with a free three-month trial when you purchase a Mac. It’s a smart way for Apple to merge its hardware and services business, a division that recently saw a 4% growth, raking in $26.34 billion in the latest quarter.
Apple has been pulling out all the stops to market Severance, which has officially become the most-watched TV show on Apple TV+. The company has created multiple tie-ins to immerse fans deeper into the world of Lumon Industries. These include free e-books on Apple Books, a Severance podcast featuring Ben Stiller and Adam Scott, an official LinkedIn profile for Lumon Industries and even an exclusive playlist inspired by the show. There was also an NYC pop-up event, recreating the unsettling atmosphere of the series for fans to experience firsthand.
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Beyond the marketing push, Apple also highlighted how Severance’s editor, Geoffrey Richman, relies on Apple’s hardware to bring the show to life. In a behind-the-scenes feature, Apple showcased how Richman smoothly edits episodes using an iMac, Mac mini, and MacBook Pro, whether he’s on set, at home, or working remotely.
What’s particularly interesting about the Lumon Terminal Pro’s cameo on Apple’s website is how it underscores Apple’s growing embrace of pop culture marketing. While Apple has long been known for amazing product launches and minimalist advertising, it’s now leaning more into entertainment-driven promotions to attract a broader audience. This strategy not only increases engagement with Apple TV+ but also imposes Apple’s dominance in the tech and media landscape.
For fans hoping to get their hands on a real Lumon Terminal Pro, the closest alternative might be a vintage Mac or a custom-built PC running a retro-style OS for that Severance aesthetic. Either way, Apple has once again proven its ability to blend tech, storytelling, and marketing into a smoothexperience.
