You've seen by now that Donald Trump called Apple CEO Tim Cook 'Tim Apple' while sat about a foot away from him.

For a bit of context: Tim Apple was at the White House for a meeting of the American Workforce Policy Advisory Board and was sat at Trump's right hand for a big chat about jobs and tech education. Obviously that meant there was a freeform ramble from Trump about his border wall, people trafficking and crime statistics. Then came the moment.

Objectively speaking, that's probably the funniest thing to have happened worldwide in the last two months. Trump's blithe ignoring of what he's just said adds to it, but the real key here is the micro-drama played out on Tim Apple's face in the ensuing few seconds. Let's break it down:



'Tim Apple' minus two seconds

YouTube/White House

Nodding gamely along with Trump's semi-lucid attempts to crowbar himself into the Apple success story ("I used to say, Tim, you've got to start doing it over here, and you really have been"), Cook's on autopilot. Just ride it out. You'll get to chat to some proper adults soon. Nod, nod, nod.

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Zero hour: 'Tim Apple'

YouTube/White House

After one big nod and a murmured "thank you" to show that he's definitely listening to Trump's blithering, the sucker-punch lands: "We appreciate it very much, Tim Apple." The jaw stiffens. Tim Apple turns ever so slightly toward Trump. Did... did he just say Tim Apple? My first name - Tim - and then the company I work for - Apple - instead of my surname?

'Tim Apple' plus one second

YouTube/White House

The nodding has started to tail off. It's a distracted head-wobble now. Has he done some complex word association from Cook to cooking to cooking apples to apple? Does he think I've married a multinational technology corporation? Does he do this with all the business leaders he comes into contact with? Jeff Amazon? Elon Tesla? Richard Virgin?

'Tim Apple' plus two seconds

YouTube/White House

The nodding is over. Tim Apple. Like the hearty and wholesome hero of a children's book about an enchanted orchard. Maybe he's setting himself up for a Twitter rant that's brewing somewhere in that dome, and he's road-testing new names for me. Crooked Hillary. Lyin' Ted Cruz. Noddin' Tim Apple.

'Tim Apple' plus three seconds

YouTube/White House

There's a frown now, desperately trying to burst out, but Cook's whole face is on lockdown. The chin's in damage limitation mode. His brow is solid granite. Don't let anyone know that you know that the president of these United States just called you Tim Apple. Nobody ever got Steve's name wrong.

'Tim Apple' plus 12 seconds

YouTube/White House

Just stare at the White House floor. Stay cool, Tim. You'll be out of here soon enough. Ignore the small stack of filet-o-fish left under the table from when those college footballers popped round. Hang on, does all this come from him thinking Ronald McDonald is the CEO of McDonald's? At least Tim Apple is a name with some nutritional value to it.

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