In an innovative marketing move, Apple has launched the "Lumon Terminal Pro," a fictional computer featured in the hit Apple TV+ series "Severance," on its retail website. Although fans of the show might be eager to purchase the device, it is not available for sale. Instead, this listing serves as a clever advertisement for Apple TV+, which offers a free three-month trial with any Mac purchase.
The Lumon Terminal Pro is designed to resemble the devices used by employees at Lumon Industries, the fictional biotech company central to the series. With a blue keyboard, a small display, and a trackball for navigation, it captures the show's unique aesthetic. However, the listing redirects customers to actual Mac computers and includes a link to a behind-the-scenes video showcasing the editing process of the show.
Apple has been heavily promoting "Severance," which has become its most-watched TV series ever. The company's marketing strategy includes various tie-ins, such as free e-books on Apple Books, a podcast featuring Ben Stiller and Adam Scott, a dedicated LinkedIn profile for Lumon Industries, and even a themed playlist. These efforts have contributed to a 4% growth in Apple's services business, which reached $26.34 billion in the most recent quarter, pushing the company's gross margin to its highest on record.
On March 26, 2025, Apple showcased how Geoffrey Richman, one of the show’s editors, utilizes an iMac, Mac mini, and MacBook Pro in his editing workflow. Richman, who is a three-time Emmy Award nominee, shared insights into the creative process behind the show, highlighting the challenges and triumphs of editing the series.
Richman explained that editing the season two finale, titled "Cold Harbor," was particularly challenging due to the complexity of the scenes. "For the finale, there was a lot of experimenting with structure and testing out different ideas about how to play out different scenes," he said. The editor's setup allowed for a seamless experience, enabling him to manage multiple angles and takes efficiently.
In one memorable scene, Richman had to sync approximately 70 angles and takes of a marching band performance into a multicam clip, which he described as a significant logistical feat. He emphasized the importance of his Mac setup, stating, "Being able to play nine angles simultaneously in real time — and switch quickly between all the different options — made it a whole lot easier to find what we wanted at any given moment."
Richman’s editing process is not confined to a single location. He often works remotely, utilizing his iMac in Brooklyn that connects to a Mac mini running Avid Pro Tools in Manhattan. This flexibility allows him to edit scenes while on set or even when traveling. "I can work on my laptop and I can work on my iMac, and I can work at the post facility or I can work at Ben’s office," he explained. This adaptability is crucial, especially during the demanding production schedule of a hit series like "Severance."
During the filming of the episode "Woe’s Hollow," Richman took his MacBook Pro to Minnewaska State Park Preserve in upstate New York, where the episode was shot. He appreciated the portability of the MacBook Pro, which allowed him to collaborate with Stiller on location. "I was able to go to the place where Ben was staying and plugged my MacBook Pro into his TV, and we were able to edit right off of my laptop," he said.
Richman also highlighted the seamless integration of Apple’s ecosystem, noting how he can jot down ideas on his iPhone and have them appear on his Mac the next day. "That aspect of Mac I find very handy — to not think about which system I’m physically at," he remarked.
As the editing process progresses, Richman collaborates closely with Theodore Shapiro, the show’s composer. Music plays a vital role in shaping the tone of the show, and Richman often listens to music cues immediately after they are sent, using his AirPods Pro 2. "Music is such a big part of enhancing the show," he said, explaining how it can dramatically affect a scene's emotional impact.
The finale of season two not only raised the stakes for the characters but also provided deeper insights into the workings of Lumon Industries. Richman described the experience of editing the finale as both challenging and rewarding. "I mean, the marching band scenes were extremely challenging. But I hesitate because with the finale, for example, where we were doing a lot of work with structure, that’s a part of the process I particularly enjoy. So it’s challenging, but it’s also very satisfying and just fun," he shared.
With season two of "Severance" now available for streaming on Apple TV+, Apple is not slowing down its promotional efforts. The company has already renewed the series for a third season, with Stiller promising that fans won’t have to wait as long for the next installment. The excitement surrounding the show is palpable, and Apple’s marketing efforts are ensuring that "Severance" remains in the spotlight.
As viewers eagerly await new episodes, they can also enjoy the behind-the-scenes video that delves into the editing process, providing a fascinating look at how the show is crafted. This video, along with the Lumon Terminal Pro listing, highlights Apple’s commitment to blending its products with the storytelling of its original content.
In a world where technology and creativity intersect, the collaboration between Apple and the creators of "Severance" exemplifies how innovative marketing can enhance the viewing experience and foster a deeper connection with audiences.
