Severance was one of the most talked-about TV series of 2022, receiving widespread critical acclaim. We loved the series so much that Ars staffers actually wrote a group review so that everyone could weigh in with their thoughts on the first season, pronouncing it "one of the best shows on TV." Needless to say, we have been eagerly awaiting the second season next month. Apple TV+ just released the official trailer at CCXP24 in São Paulo, Brazil, and it does not disappoint.

(Spoilers for first season below.)

In the world of Severance, people can completely disconnect their work and personal lives. Thanks to a new procedure developed by Lumon Industries, workers can bifurcate themselves into "innies" (work selves) and "outies" (personal selves)—with no sharing of memories between them. This appeals to people like Mark (Adam Scott), who lost his wife in a car crash and has struggled to work through the grief. Why not forget all that pain for eight hours a day?

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In the streaming world, Apple has a reputation for quality, thanks to its Apple TV hardware and Apple TV+ streaming service. The latter is best associated with original shows and movies surrounded by award buzz and critical acclaim. But despite that success, Apple's streaming service has hardly made a dent in the market at a time when interest in streaming services is bigger than ever.

Apple TV+ launched in 2019. Since then, the company has spent over $20 billion to build an impressive library of original content, Bloomberg reported earlier this year. Yet, despite a highly regarded library of shows and movies with big names in acting and directing, Apple TV+ only garnered 0.3 percent of US screen viewing time in June 2024, per Nielsen.

In July, Bloomberg aptly underscored how minimally competitive Apple TV+ is, writing: "Apple TV+ generates less viewing in one month than Netflix does in one day."

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