A Norfolk-based cider store has been forced to change its name after the owner revealed he receives 24 iPad and iPhone enquiries meant for Apple.
The confusion occurs because Geoff Fisher's Wroxham Barns cider store is called The Apple Shop, and has been since it opened 20 years ago.
Alas, since Apple opened a tech store in nearby Norwich, in 2009, he's been inundated with gadget complaints and questions.
From Easter, his store will be called The Norfolk Cider Shop instead.He told the BBC: "I've had complaints about broken iPods and dropped iPads and Apple Macs. It can be very funny, but some people are very rude and they slam the phone down.
"My telephone number has a Norwich prefix and so people unawares ring up the Apple Shop. All I can say to them is, 'I'm very sorry, I cant help you, but please do come along and get some proper Norfolk cider to get over your sorrows'.
"My most amusing caller was an elderly gentleman who rang up and the first thing he said was, 'I've been very silly'.
"'I said, what's the problem? He said, 'I'm 87, and I've gone and bought an Apple Mac and I don't know how to use it'.
"I said, 'Well, I'm very sorry, you have been very silly, perhaps you should give it to your grandchildren'."