Everyone loves a good story. Some people need a good story.

Tim Cook, for example. When Jony Ive decided to leave Apple in June 2019, Tim’s job was to reassure Wall Street that the departure of Steve Jobs’ spiritual partner was only a superficial wound.

The goal was believability, not transparency. After all, this is business. Very, very big business.

And so a story was spun.

Let’s give Tim credit for manufacturing a credible and effective tale. Then let’s wonder why no one ever poked holes in it.