Apple CEO Tim Cook takes a surprising turn as he appears in a promotional video for the second season of Apple TV+’s acclaimed series, “Severance.” The short clip, shared by “Severance” director Ben Stiller, features Cook undergoing the mysterious “severance” procedure, which separates work memories from personal life.
In the video, Cook, playing a character referred to as “Tim C,” enters the eerie Lumon office familiar to “Severance” viewers. He’s greeted by the unsettling Mr. Milchick (Tramell Tillman), who guides him through the process. The promo culminates with Milchick directing Cook’s attention to a television screen announcing the availability of “Severance” Season 2 on Apple TV+.
Was helping this new guy find his office this morning… pic.twitter.com/ldBBvH7AmU
— Ben Stiller (@BenStiller) January 24, 2025
This isn’t Cook’s first foray into acting; he previously appeared in an Apple ad campaign as Mother Nature. However, this marks a more significant involvement in promoting an Apple TV+ production. While Cook has expressed his enjoyment of other Apple TV+ shows like “Ted Lasso,” this cameo demonstrates a deeper level of engagement with the platform’s content.
The “Severance” team has been actively promoting the second season with creative marketing efforts. Cast members recently staged a performance at Grand Central Station in New York, recreating scenes from the show. Apple’s online store also featured a playful promotion centered around Lumon’s fictional “microdata refinement” work.
“Severance” Season 2 boasts a stellar cast, including Adam Scott, Britt Lower, Patricia Arquette, Christopher Walken, and John Turturro. The series, directed by Ben Stiller and created by Dan Erickson, has garnered critical acclaim for its unique premise and thought-provoking exploration of work-life balance.
With Tim Cook’s unexpected appearance in the promotional campaign, “Severance” continues to generate buzz and intrigue audiences. The second season promises to delve deeper into the mysteries of Lumon Industries and the consequences of the severance procedure.
