In a surreal twist that could’ve come straight from the halls of Lumon Industries itself, Apple has placed a curious new product front and center on its Mac landing page: the Lumon Terminal Pro. It’s sleek. It’s retro. It’s labeled “New.” But don’t reach for your wallet—this isn’t a real computer. It’s a marketing masterstroke wrapped in dystopian nostalgia.
It came as a bit of a surprise given that Apple added it directly to their online store navigation (an area that they usually don’t mess around with when it comes to jokes and Easter Eggs). But it’s all in good fun and we applaud them for it.
While there’s nothing to buy on the page, there is a link to a short video (called Behind The Mac) where you can see how the development team over at Severance were able to use Macs and Mac Products throughout their process. See it here:
https://www.apple.com/mac/lumon-terminal-pro/
A Terminal From TV, Not Tech
The Lumon Terminal Pro is a fictional device from the hit Apple TV+ series Severance, a psychological sci-fi drama that imagines a workplace where employees undergo a surgical procedure to separate their work and personal memories. The show’s eerie tone, sterile environments, and retro-futuristic aesthetic have become iconic, and the Lumon Terminal—used by severed employees to refine mysterious “macrodata”—is one of its most recognizable props.
Now, Apple has brought that world into ours—sort of. The listing is nothing more than an interactive portal to promote the show’s second season, which recently concluded with its high-stakes finale, Cold Harbor. Clicking the product leads to a dedicated page featuring behind-the-scenes footage and commentary from the show’s creative team.
“Greetings. We are pleased to bring you a film detailing the art of arranging moving images to elicit an emotional response. If during this 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. Praise Kier.”
This in-universe message, framed in the language of the fictional Lumon Corporation, is exactly the kind of meta-fictional trickery Severance fans have come to expect—and love.
Real Macs Behind the Fictional Madness
Beyond the clever facade, the real focus here is Apple’s hardware. In an 11-minute featurette, editor Geoffrey Richman and executive producer/director Ben Stiller dive into how Severance’s most mind-bending sequences were stitched together using Apple tech. The second season’s finale alone generated a jaw-dropping 83 terabytes of footage—all managed using MacBook Pros, Mac minis, and iMacs.
Richman highlights how his setup allowed him to experiment freely, saying:
“For the finale, there was a lot of experimenting with structure and testing out different ideas… My Mac setup allowed for such a smooth experience.”
This isn’t just marketing fluff. The ability to handle massive files, seamless Final Cut Pro workflows, and the power of the M-series chips are real draws for editors, especially in a post-pandemic world where remote collaboration and high-performance desktop machines are increasingly critical.
A New Marketing Reality
The Lumon Terminal Pro “launch” isn’t just fun fan service—it’s emblematic of a shift in how Apple is blending its hardware ecosystem with its expanding media empire. While companies like Amazon have long integrated product placement with Prime Video, Apple is now doing it in reverse: promoting Apple TV+ content through its hardware storefront.
This cross-promotion also subtly boosts Apple’s credibility in the professional creative space. It’s not just about Macs being fast; it’s about them being instrumental in creating Emmy-winning content. That’s a compelling argument to filmmakers, editors, and post-production teams weighing their next workstation investment.
The Terminal That Launched a Thousand Memes
Of course, fans are already clamoring for a real version of the Terminal Pro. Its boxy, utilitarian design—complete with a trackball, chunky blue-and-white keys, and tiny CRT-style monitor—has a nostalgic charm reminiscent of vintage IBM terminals, with a sprinkle of 1980s Soviet design. It’s the kind of aesthetic that has fueled entire corners of the mechanical keyboard community.
Speaking of which, mechanical keyboard manufacturer Signature Plastics has tapped into the hype with a “Severance”-themed keycap set, letting enthusiasts bring a little bit of Lumon to their home offices. No severance procedure required.
A Future of Fictional Hardware?
Apple’s playful experiment with the Lumon Terminal Pro could signal more interactive crossovers between its tech and entertainment ventures. Could we one day “buy” a Ted Lasso-branded iPhone skin? Or browse virtual products from Foundation’s Galactic Empire? As Apple continues to build both sides of its empire—hardware and storytelling—the possibilities are intriguingly endless.
For now, the Lumon Terminal Pro remains what it was always meant to be: a clever illusion, a viral conversation starter, and a love letter to fans of one of Apple’s most acclaimed original series. And maybe, just maybe, a reminder that the walls between fiction and reality are thinner than we think.
