Bearing in mind that it has just been recently incorporated into the Apple website, this term, ‘The Lumon Terminal Pro’, the imaginary computer of the Apple TV Pro Series. It is famous for being part of the hit drama series Severance, which is added to that site. This is the new offering that you will see highlighted here in red as ‘New’. It can be found on the available Mac page from the main navigation menu.
But even die-hard fans of ‘Severance’ should know that it’s not for sale at any price. Its presence on the retail site is primarily a promotional strategy for Apple TV+, the subscription service to which anyone who purchases a Mac is entitled to an automatic three-month free trial. Overall, this is part of the company promoting its growing services business, with the latter having increased by 4% in the previous quarter to reach $26.34 billion and making an all-time record high gross margin for the company.
With that in mind, Apple has put quite a lot of effort into marketing Severance, the biggest TV series from the company until today. Some of these included official collaborations such as free e-books on Apple Books and a podcast with Ben Stiller and Adam Scott.
Recently, Apple showed how Geoffrey Richman, the editor of the show, uses an iMac, Mac mini, and MacBook Pro for editing the series outside the location, at home, or while traveling.
It also carries a link to a small movie that peeks back behind the curtains into how his editing workflow appears. The introduction of the ‘Lumon Terminal Pro’ under the Mac division of the Apple Store is a totally different marketing approach. It promotes the product because it appears alongside the newly launched Macbook Air M4 in the New section of the store’s top navigation but is not available for pre-order.
