That’s it, that’s the whole story.

During today’s Workforce Policy Advisory Board meeting, Donald Trump addressed his dear, dear friend, Apple CEO Tim Cook, by his one true name: ‘Tim Apple’.

Here’s his full quote:

We’re going to be opening up the labor forces because we have to. We have so many companies coming in, People like Tim — you’re expanding all over and doing things that I really wanted you to do right from the beginning. I used to say, ‘Tim, you gotta start doing it here,’ and you really have you’ve really put a big investment in our country. We really appreciate it very much, Tim Apple.

You might think this is just a specific side-effect of Trump’s 72-year-old brain melting while his hands are at the levers of world power, but there’s something bigger afoot here.

Almost exactly a year ago, Trump also flubbed the name of Lockheed CEO Marillyn Hewson, calling her ‘Marillyn Lockheed’. Could it be possible that Trump, having enjoyed the branding spoils of having a company named after himself for decades, simply believes that’s how all companies are named?

Curiouser and curiouser.

Image: Getty Images