The Lumon Terminal Pro, a fictional computer featured in Apple TV's hit series "Severance," has made a surprising appearance on Apple's retail website. This move is not an innocuous gambit to get people to watch Ted Lasso — it’s an ingenious advertising ploy for Apple TV+. Remember, the Lumon Terminal Pro isn’t for sale. The fact that this listing is still up speaks volumes about Apple’s continued dedication to its brand protection campaign. With each purchase of any Mac computer, you get a complimentary three-month trial of Apple TV+.
Besides the Lumon Terminal Pro App Store listing, Apple is attracting audiences with a wide range of “Severance”-themed content. This all kicks off with a playlist we prepared and will culminate in the form of a pop-up experience in New York City. The campaign website features the new short film. It gives viewers an exhilarating behind-the-scenes peek at the editing process for “Severance.” Our brilliant editor who cut together the film, Geoffrey Richman, was able to pull this out. He beautifully color grades the series on an iMac, Mac mini and MacBook Pro from various different locations.
Apple’s streamlined marketing works, especially to build excitement for “Severance”. Finally, they’re examples of what their makers want us to believe are the astonishing capabilities and versatility of their devices. Richman's use of Apple's computers across different environments underscores their adaptability and performance reliability, traits that Apple often emphasizes in its product messaging.
The marketing push coincides with notable growth in Apple's services business, which saw a 4% increase in the most recent quarter, reaching $26.34 billion. This growth has contributed to Apple's record-high gross margin, showcasing the expanding significance of services within the company's broader business strategy.