Apple has taken an innovative approach to promote its streaming service, Apple TV+, by listing a fictional computer from its hit series "Severance" on its retail website. The Lumon Terminal Pro, a computer that plays a central role in the show, has appeared on Apple.com, complete with a "New" label, but it's not available for purchase. Instead, the listing serves as an advertisement for Apple TV+, which is offered as a free three-month trial with any Mac computer purchase.

The move is part of Apple's efforts to grow its services business, which saw a 4% increase in the most recent quarter, reaching $26.34 billion and contributing to the company's highest gross margin on record. Apple TV+ has been a key driver of this growth, with "Severance" becoming the most-watched TV series on the platform.

Apple has been aggressively marketing "Severance" through various official tie-ins, including free e-books on Apple Books, a podcast featuring the show's creators, Ben Stiller and Adam Scott, a LinkedIn profile for the fictional company Lumon Industries, and a "Severance"-themed playlist. The company has also created an NYC pop-up and other immersive experiences to engage fans.

In addition to the Lumon Terminal Pro listing, Apple has released a short film showcasing how one of the show's editors, Geoffrey Richman, uses Apple devices, including an iMac, Mac mini, and MacBook Pro, to work on "Severance". The film provides a behind-the-scenes look at Richman's editing process, highlighting the versatility and power of Apple's products.

The promotion of Apple TV+ through the Lumon Terminal Pro listing demonstrates the company's creative approach to marketing its services. By leveraging the popularity of "Severance", Apple aims to attract new subscribers to its streaming platform, which competes with established players like Netflix and Amazon Prime Video.

The success of "Severance" has significant implications for Apple's services business, which is becoming an increasingly important contributor to the company's revenue. As Apple continues to invest in original content, it will be interesting to see how the company balances its hardware and services businesses, and how it leverages its ecosystem to drive growth.

For now, fans of "Severance" can enjoy the fictional Lumon Terminal Pro listing on Apple.com, while also exploring the various tie-ins and promotions that Apple has created to celebrate the show's success. As Apple continues to innovate and experiment with new marketing strategies, it will be exciting to see what the company has in store for its customers.