It's not clear whether "Severance" -- Apple TV+'s mind-bending workplace thriller whose Season 2 budget reportedly topped $200 million -- will deliver payback for the tech company. But Apple boss Tim Cook is doing his part to drive tune-in for Team Lumon. Cook stars in a “Severance”-themed promo video released Friday by Apple. In the spot, Cook is reporting for work at the mysterious Lumon Industries as a "severed" employee, having undergone a surgical procedure to divide his identity between...
Apple
Tim
Cook
CEO
Cook is known for his operational acumen — not so much for Steve Jobs-style techno-visionary showmanship. Cook took a huge swing in 2024 with the launch of the Apple Vision Pro mixed-reality headset that represented Apple’s first entry into a product category since the Apple Watch in 2015. It’s priced at a steep $3,500 a pop, and it didn’t exactly fly off the shelves. Apple had to revise its 2024 sales forecast lower by midyear. But Apple is expanding its availability in markets outside the U.S. In the meantime, Cook remains an able steward of Apple’s immensely powerful brand, overseeing record revenue growth this year in its services segment, which includes the music and video streaming businesses. The company continues to commit to Apple TV+, boasting that since its late-2019 launch, the service’s original films and series have garnered more than 1,500 awards nominations and 370 wins.