The internet is a horrible place.
During the heights of last night's Super Bowl 50 celebrations, Apple CEO took to the pitch to drink in the atmosphere. Tens of thousands Denver Broncos fans gave voice to their victory, ticker tape filled the air, music ripped through the air - a cauldron of emotion Cook attempted to capture with a photo.
Aesthetically, it's not a very good photo. It's terrible in fact. Yet the hurried snap is successful in translating something of the manic, fevered atmosphere on the pitch.
Not that the internet cared. They saw the opportunity to belittle one of the most powerful men in tech, and jumped all over it.
Cook shortly followed up with another far more composed image - but much like the Panther's attempts at a comeback in the fourth quarter, the moment had passed.