Apple's 'Severance' Marketing Boosts Services Growth

Apple has cleverly integrated a promotional Easter egg for its hit Apple TV+ series 'Severance' into its online store by featuring the fictional 'Lumon Terminal Pro' on the Mac page. While not available for purchase, this fictional terminal serves as a gateway to a behind-the-scenes video about the editing process of the show's second season, which utilized Apple hardware, though not exclusively Apple software. This marketing strategy also ties into Apple's broader efforts to promote 'Severance,' the platform's most-watched series, through various channels including free e-books, playlists, and podcasts. The series, which has been renewed for a third season, has been a significant part of Apple's $1 billion annual investment in content for Apple TV+. The promotional campaign highlights how Apple's services, such as Apple TV+, contributed to a 4% growth in its services business, achieving a record gross margin. The 'Severance' show, known for its unique aesthetic and storytelling, continues to captivate audiences, further boosting Apple's brand and service offerings.