For someone like Donald Trump, whose brand is built entirely around his surname, it's probably hard for him to configure why someone else wouldn't name their company after their name.
After all major companies like adidas, Disney, Black and Decker and Greggs are all named after their respective founders, so why wouldn't Apple, which is arguably the biggest company in the world?
That's obviously what Donald Trump thought when he met current Apple CEO Tim Cook in the White House on Wednesday, when he referred to the 58-year-old as 'Tim Apple'.
While praising the tech company during an American Workforce Policy Advisory Board meeting, Trump, sitting alongside Cook and his daughter Ivanka, said:
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’ve 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.
Amazingly, Cook didn't bat an eyelid which probably suggests that this isn't the first time that someone has wrongly appropriated his company's name to him.
Although our thoughts are with Tim during this troubling time, the internet couldn't help but find this hilarious and the memes and jokes began to flood in.
This is far from the first time that Trump has made such a gaffe with someone's name as The Daily Show were more than happy to prove.