Apple CEO Tim Cook Visits Lumon Industries in 'Severance' Promo Video

[MacRumors]

The hit Apple TV+ workplace thriller "Severance" returned for a second season last week, and Apple continues to heavily market the show.

In a short video shared today by "Severance" executive producer Ben Stiller, Apple CEO Tim Cook visits Lumon Industries. He enters the office's elevator and undergoes the severance procedure, which divides his memories between his work and personal life. Cook arrives to the severed floor as his "innie," wearing a "Tim C." name tag.

A stoic but smiling Tim C. walks down a hallway and enters a room with Milchick, who greets him by calling him the "core of the apple." Cook sits down in front of a TV, which will play a video walking him through his new severed work life.

https://twitter.com/x/status/1882792326982250665

Episode two of the second season of "Severance" is now available to watch on Apple TV+, which costs $9.99 per month or $99 per year in the U.S. after a seven-day trial. Apple TV+ is also included in all Apple One subscription bundles.

"Severance" was created by Dan Erickson. The first season of the show premiered in 2022 to critical acclaim, becoming one of Apple TV+'s most popular series. In the second season, Apple says the Lumon Industries employees "learn the dire consequences of trifling with the severance barrier, leading them further down a path of woe."

Article Link: Apple CEO Tim Cook Visits Lumon Industries in 'Severance' Promo Video

 

[rizzo41999]

Seems to me a lot of work is being done to revitalize the brand, as there is an increasing perception of stale. A lot of outreach by Tim, recently.

 

[Slix]

This was pretty cool! I am excited to eventually sit down and watch season 2. Season 1 was really good.

 

[Dulcimer]

Look at how innie Tim smiles. Forgets how much of an operational bean counter his outie is.

I bet innie Tim would’ve given us a real update to the AirPods Max and a free iCloud storage tier greater than 5GB 🥲

 

[lk400]

I enjoyed the first season a lot. I was quite looking forward to the second season, although the time between seasons made me lose a bit of interest.

However the constant and intense shoving down my throat of this show, my Apple TV app, autoplaying trailers in my TV, and the extreme “building social media buzz” made me sick of the show before the second season even began. So although I think the episodes are out now, I just can’t be bothered watching them. I’m sure I will, but I need a break before it’s even begun.

This particular video requires ar least a month to forget.

I can’t be the only one.

 

[BGPL]

"Ok Tim, walk into the elevator and turn around, and do that expressionless frowny face thing you do. Oh perfect"

 

[usersince86]

Pretty clever

 

[turbineseaplane]

Focus on running the company and not all the other distractions of late Tim

 

[TechWhisperer]

Cringe… Lmao!

 

[vertsix]

Seems to me a lot of work is being done to revitalize the brand, as there is an increasing perception of stale. A lot of outreach by Tim, recently.

Cook era has come and gone. Bring John Ternus!

 

[thadoggfather]

Cringe… Lmao!

Cringe but I enjoyed it because it was cringe. Watching Tim Cook act is always hilarious to me (harkening to 'Mother Nature' ad spots)

 

[SteveJUAE]

I wonder if his innie prefers Android LOL

 

[SnowGlobalist]

Anyone have a link that isn't on Xitter? I can't seem to find it elsewhere...

 

[surferfb]

That was fun.

Just finished my rewatch of Season 1 last night, can't wait to jump into Season 2.

 

[I7guy]

Focus on running the company and not all the other distractions of late Tim

That is part of running the company, marketing the brand. But I was wondering if Tim Cook is the new Dr. Z (for anyone that gets that reference)

We’re behind and still on season one. In one of the opening scenes I said to my spouse, that looks like Bellworks (the old Bell labs in Holmdel NJ).

I was told I was crazy. So I looked it up and guess what?

 

[DomC]

I wish he would have sit down at one of the computers and be faced with a spinning beachball of death. See if he grins then.

 

[Spock]

Seems to me a lot of work is being done to revitalize the brand, as there is an increasing perception of stale. A lot of outreach by Tim, recently.

I really enjoyed the first season, I think they are trying to recover after the long break in between seasons due to the writers strike.

 

[macpro2000]

I'm surprised he was so uncentered with the elevator doors closing. That deserved another take for sure. Amateur.

 

[dbc34]

I am a fan of the show. I didn't watch season 1 until I saw season 2 coming out. Took me 3 or 4 tries to get through season 1 Episode 1, but once I gave it the attention it deserved I really enjoyed it. I'll say the same as others have. For original content, Apple TV+ is head and shoulders above the other streamers. They just don't have a ton of it yet. I like For All Mankind, Silo, Severance, Invasion, Ted Lasso and Greyhound and there are a couple of others I haven't started yet but am looking forward to.

 

[aloysiusfreeman]

Just started a rewatch once season 2 started.

I'm so impressed by Ben Stiller's directing chops on this show. The beginning of season 2 was absolutely incredible

 

[Kay_Ess]

Okay I’m paraphrasing but 1 episode for 10 bucks or all for 99? On a streaming service where I wouldn’t own 5 hard copies after paying that 99?
Where is my Sonarr log in?

 

[infinitejest]

Is there even an outtie Tim?

 

[aloysiusfreeman]

I am a fan of the show. I didn't watch season 1 until I saw season 2 coming out. Took me 3 or 4 tries to get through season 1 Episode 1, but once I gave it the attention it deserved I really enjoyed it. I'll say the same as others have. For original content, Apple TV+ is head and shoulders above the other streamers. They just don't have a ton of it yet. I like For All Mankind, Silo, Severance, Invasion, Ted Lasso and Greyhound and there are a couple of others I haven't started yet but am looking forward to.

Slow Horses is a contender for their best show. It's so damn good.

I'm cautiously optimistic that the Neuromancer show will be a banger.

 

[apple contributor]

It seems Tim Cook always wanted to be an actor. JUst look at all the appearances he made through the years...

 

[c84216]

I enjoyed the first season a lot. I was quite looking forward to the second season, although the time between seasons made me lose a bit of interest.

However the constant and intense shoving down my throat of this show, my Apple TV app, autoplaying trailers in my TV, and the extreme “building social media buzz” made me sick of the show before the second season even began. So although I think the episodes are out now, I just can’t be bothered watching them. I’m sure I will, but I need a break before it’s even begun.

This particular video requires ar least a month to forget.

I can’t be the only one.

I think the issue here is that Apple has a contender for an awards sweep and a cultural phenomenon on their hands and they're going to great lengths to make it happen, especially because this is really its first shot at doing so. Sure there was Ted Lasso, but Severance is going to make it look like small cookies.

S2 had some of the best advance reviews of any show I've ever seen and, on top of that, having watched the first two episodes of S2, both of them are more intense than even the finale of S1. And that was just wrapping up the aftermath of S1, not starting the new plot threads of S2, which have only been hinted at.

This is THE way people are going to enter the AppleTV+ ecosystem.