OK. I'm not a lawyer or an accountant, and my understanding of international tax policy is rudimentary, at best.

I also have no interests in Apple as a client, although there must be a dozen Apple products in my home.

But this note from Tim Cook to the "Apple Community in Europe" is remarkable to those of us who advise clients on how to best communicate with purpose and authenticity.

It's clear. It's personal. It's on-brand. And it's intentional: game on.