Severance – A Behind-the-Mac Look at Apple TV+'s Hit Show

Apple TV+'s Severance has concluded its much-appreciated second season, captivating audiences with its unique storytelling and production value. To keep the buzz alive, Apple has released a behind-the-scenes video focusing on the show's editing process, showcased in their 'Behind the Mac' series. The video highlights the utilization of various Apple devices in the editing process, namely the MacBook Pro, iMac, and Mac mini, though surprisingly, not using Apple's own Final Cut Pro. Instead, Avid Pro Tools was preferred, underlining a notable industry trend. This decision speaks volumes, given the potential Apple had to dominate the video production software market. Yet, the creatively flexible and technically seamless ecosystem that Apple provides, demonstrated through editor Geoffrey Richman's workflow, takes center stage in this profiling video. This marketing move capitalizes on Severance's allure while subtly advertising Apple's product capabilities. Richman praises the Mac’s interface and multi-device synchronization, acknowledging the benefits of working within Apple’s ecosystem, especially when collaborating with executive producer Ben Stiller and others. Despite Final Cut Pro’s sidelined role, Apple’s video underscores its hardware supremacy. The article also opens up a larger discourse on Apple's branding strategy — how it interlaces consumer tech narratives with pop culture. The video's strategic release promisingly keeps Severance in viewers' minds, asserting Apple's role in spearheading innovation in the creative content sphere and subtly steering attention toward its tech integrated with Hollywood's workflows.