- Ben Stiller, the director of the “dryer” and EP, sees similarities between Lumon Industries and Apple.
- Stiller discussed the Appletv + series with Apple Exec Eddy picked in Sxsw in Austin.
- Season 2 of “Seède” is currently broadcast and explores the themes of business culture and capitalism.
Ben Stiller, the executive producer and director of the Appletv + “Severance” series, said that he saw similarities between the fictitious company in his program and the global giant of real life Apple Inc.
“Sedurance” follows a group of employees of Lumon Industries whose work is so mysterious that their work characters (or “innies”) are medically cut off from their outside self (or “outings”) with a small chip established in their brain.
The series, which is broadcasting its second season, offers striking visuals and a nuanced vision of corporate culture, the impacts of capitalism and the depth of human emotion.
Stiller spoke of the show with Eddy Cue, main vice-president of Apple services (including Appletv +), during the conference and festivals of SXSW 2025 in Austin, Texas.
“I think we were lucky at this moment that when we started, you gave us a lot of creative freedom,” said Stiller.
Stiller suggested that Apple has similar mysterious qualities that attract the spectator to Lumon in “Severance”.
He is not the first to report this. Fans have already made comparisons between the two companies, such as the circular architecture of their respective headquarters and the reverence allocated to the founders of their business.
“It’s funny because people speak:” Oh wow, you know, Apple is a huge business, and Lumon is a huge company “,” said Stiller.
He added that it is “the perfect show to be on Apple” because of its aesthetics and its mystery of “What What Wrats on” in the company – similar to Apple.
“But I have never had one once, you know, as a note or anything from Apple about everything we do, and I have the impression that there is an intrigue about Apple,” said Stiller. “By the way, how is Apple? Because sometimes I worry, are you fine?”
Cue said that Apple is going very well and works to create “new things that people really like”.
Appletv + spokesperson did not immediately respond to the request for comments from Business Insider.
Throughout the broadcast of the second season, fans went to social networks in a frenzy to assemble theories on the different aspects of the plot.
As the show progresses, Lumon’s mission and objectives become more and more sinister, and Mark Scout of Adam Scott tries to reconstruct the mystery behind his workplace and his cut memories.
Business Insider has obtained maintenance quotes via legends closed live from SXSW website.
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