Image: Getty/The Pokémon Company

Big news of the day: Apple is investing in augmented reality so it can make more games like the extremely popular Pokémon Go. Wow. Wouldn’t have guessed that would happen in a million years.

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The revelation from all this, however, is that the CEO of one of the world’s biggest tech companies cannot pronounce the word Pokémon for shit. Instead he says Poké-man. Here, listen for yourself:

The least Tim Cook could do is pronounce the name of a game that will likely earn his company a cool $3 billion. Moreover, the word Pokémon is PHONETIC.

Also, what does it mean to be “high on AR” and where can I cop?

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Update 7/27/2016, 12:42AM EDT: A reader, Jennifer Rezny, reached out to Cook regarding his mispronunciation of Pokémon. She told him, “Pokémon is a contraction of ‘Pocket Monsters’; it is pronounced ‘Po-kay-mon’ (or Po-kei-mon.)” He responded with the following statement:

[The Verge]