Make your Innie feel at home with a Lumon Terminal Pro

Praise Kier! Apple has released a film all about how the editing of Severance impacts its storytelling and is highlighting the fact with a fake listing for a Lumon Terminal Pro.

The stats say that not many people watch Apple TV. A recent report in The Information claimed that its subscriber count is only around 45 million and it’s losing $1bn a year. Indeed it seems that most people watching it do so within the free period that comes with every Apple device nowadays and don’t stick around much afterwards.

Which is a shame because it really is rather good and it’s not all just Ted Lasso. Silo and For All Mankind are easily two of the top sci-fi shows of the past decade, and then there is Severance. 

Severance is one of those rare Apple TV shows that has managed to break through the boundaries around Apple’s walled garden and become a genuine hit, easing its way into Nielsen’s Top 10. We covered the fuss around the opening shot of the season already, so now it’s appropriate to bookend that with a quick explanation from director Ben Stiller and lead editor Geoffrey Richman about the role the edit plays in the narrative.

And we know this because Apple is finally indulging in some of the cross-platform marketing for Severance that you feel it could be doing a lot more of for more of its content. Click on the Mac button at the top of the Apple website currently and you’ll see a new icon to the left of the MacBook Air. This is a Lumon Terminal Pro, one of the iconic bits of technology from the show, which then leads you onto a splash screen introducing the video.

It's fun, it’s neat, and the video is interesting. Just don’t watch it if you want to avoid any Season 2 spoilers because there are plenty. More of this and you never know, more people might start watching.