Fact check: Did Apple actually launch the Lumon Terminal Pro from Severance?

Apple has introduced a new product to its online store—the Lumon Terminal Pro from the popular Apple TV+ show Severance. But before fans get too hyped, there's one catch: The Lumon Terminal Pro is not real, so you can't buy it.

The virtual computer, the dystopian workplace drama's legendary prop, takes center stage on Apple's Mac store landing page as a brilliant Easter egg rather than an actual product. The advertisement is part of a larger campaign that includes a behind-the-scenes video of the show's editing process.

This publicity stunt is all part of Apple's long-term strategy of blurring the lines between its entertainment and hardware divisions.

Severance recently overtook Ted Lasso as the platform's top show. The Lumon Terminal Pro listing is merely the latest of a series of cryptic yet effective promotional gestures for Severance.

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Apple’s marketing strategy for its brand ecosystem

Apple's decision to stock the Lumon Terminal Pro in its store is the textbook definition of what business analysts refer to as "reverse product placement"—when a fictional product from pop culture is introduced into a marketing campaign.

Dr. Andy Tsay, a Santa Clara University Leavey School of Business professor, explained to CNET that Apple is in a position to pull off this type of crossover without being "ham-fisted." He cites historical examples like General Electric making radio and TV programming to sell its consumer electronics.

Tsay explained:

"The idea of Apple creating the ecosystem to drive the hardware is not a new idea. They’ve just executed it brilliantly, and they’ve managed to do it in an industry where other competitors don’t have the profit margins to create a slush fund to do this."

Apple TV+ is a central component of this strategy. With more than $1 billion in annual spending on original content, the streaming service is a long-term bet to build out Apple's service-based revenue stream.

"It’s an even higher-margin business than making hardware," Tsay added.

The company is turning its attention to subscriptions and services.

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What do Severance fans find in the Lumon Terminal Pro listing?

Though the Lumon Terminal Pro cannot be bought, its Apple Store page offers fans an immersive experience. If one clicks on the page, a message like Lumon Industries' corporate voice is revealed:

“We are pleased to bring you a film detailing the art of arranging moving images to elicit an emotional response. If during the viewing you experience feelings of warmth, an increased heart rate, or perspiration, do not be alarmed. In fact, rejoice! As you have been successfully inspired.”

Furthermore, the site links to an 11-minute behind-the-scenes featurette in which Severance co-creator Ben Stiller discusses the production process.

CNET reports that the video explains how editors turned 83 terabytes of footage into the season two finale. It also looks into the making of Severance's visually different Episode 7 and breaks down the music in its episodes.

Apart from the listing, Apple has increased Severance-themed promotion events. The company also organized a pop-up event with the show's cast at Grand Central Terminal in New York ahead of the season two premiere and another pop-up event following the finale in London.

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For those waiting to see Severance, both seasons are available on Apple TV+.

Next up: What should you watch now that Severance Season 2 is over?