Apple Quietly Lists New Device on Website with Hidden Catch
Apple Teases Fans with Fictional ‘Lumon Terminal Pro’ in Clever ‘Severance’ Promotion
By Shivali Best for MailOnline | Updated: 15:33 GMT, 28 March 2025
Apple has sparked curiosity by quietly adding a mysterious new product to its online store: the Lumon Terminal Pro. Listed under the Mac section alongside devices like the MacBook Air and iMac, the retro-styled computer comes with a major catch—it’s not for sale. Instead, it’s a playful nod to Apple TV+’s hit series Severance, delighting fans of the show.
The ‘New’ Device That’s All About the Hype
The Lumon Terminal Pro appears on Apple’s website with a “New” label, complete with specs like a “Lumon OS” and a vintage design. However, clicking the listing redirects users to a promotional video showcasing how Severance was edited using Macs. The page features cryptic messages like, “Rejoice! You have been successfully inspired. Praise Kier,” referencing the show’s fictional corporate philosophy.
The Lumon Terminal Pro’s retro design mirrors the computers used in ‘Severance.’
Fan Reactions: “Take My Money!”
Fans quickly took to social media to praise Apple’s marketing stunt. One user tweeted, “I’d click buy so fast,” while another joked, “Whimsical design needs a comeback.” Many expressed hope that Apple might release a functional version, though the listing remains a clever Easter egg.
Ties to ‘Severance’
In the dystopian series, employees at Lumon Industries undergo a “severance” procedure that surgically divides their memories between work and personal life. Workers in the Macrodata Refinement division use the Terminal Pro to analyze mysterious numbers, unaware of their purpose. The show’s eerie, retro-futuristic tech has become iconic, making Apple’s mock product listing a fitting tribute.
The Terminal Pro’s role in the show’s enigmatic plot has captivated audiences.
Why It Works
Apple’s promotion blurs the line between fiction and reality, leveraging fan enthusiasm for Severance—a flagship show for Apple TV+. With Season 2 on the horizon, the teaser cleverly ties the series to Apple’s brand identity. While the Terminal Pro isn’t real (yet), the buzz highlights how effectively pop culture can drive engagement.
The landing page includes nods to the show’s lore, like references to the enigmatic “Kier.”
The Bottom Line
Though the Lumon Terminal Pro remains a fictional gag, its inclusion on Apple’s site showcases the company’s knack for viral marketing. For now, fans can only hope Apple might one day release a real-world version—or at least merch inspired by the show. Until then, Severance enthusiasts can binge Season 1 on Apple TV+ and dive deeper into the mystery behind Lumon’s chilling tech.
Praise Kier.
Images courtesy of Apple TV+ and Apple.com.
