In response to Donald Trump's ridiculous name mix-up with the Apple CEO, Tim Cook changed his name on Twitter.
Cook was in a meeting with Trump for the American Workforce Policy Advisory Board when the president mistakenly referred to him as "Tim Apple" right to his face.
If you're reading this, Mr president then just know that because you're the CEO of a business, that doesn't mean you have its last name.
Tim Cook, for his part, seems to be wholly embracing the jokes and memes spawned by this faux-pas.
People on social media noticed that he'd changed his display name on Twitter:
Clearly trying to make the most out of a truly awkward situation, utilising the Apple emoji he's turned the ordeal into a clever on-brand response.
Here's the icing on top of the Tim-Apple pie; Android and Chrome users can't see the Apple emoji which has created its own sub jokes.
In what seems like a worrying attempt at retconning the truth, the White House's transcript of the event tries to tell us a different story:
THE PRESIDENT: Well, thank you very much, Johnny. And we’re going to be opening up the labor forces, because we have to.
We have so many companies coming. People like Tim, you’re expanding all over and doing things that I really wanted you to right from the beginning.
I used to say, “Tim, you got to start doing it over here.” And you really have. I mean, you’ve really put a big investment in our country. We appreciate it very much, Tim — Apple
They included an em dash in the copy to try and gloss over the moment where Trump called him Tim Apple.
Cook hasn’t tweeted or mentioned his new display name, hinting to be a more subtle dig at Trump.