A cider store owner has been forced to change the name of his business – after The Apple Shop was inundated by callers asking for phone and computer repairs.
Geoff Fisher has sold cider and juice from the shop at Wroxham Barns in Norfolk since 1993.
But since the opening of the Apple Store in Norwich he has received calls from iPhone and iPad owners. He said: "People would call up and say they had a problem with their iPod and I told them to chuck it away and have a nice cider to get over it."
His number is next to the Apple Store in the phone book. Because it has a local prefix, he believes customers prefer to ring him rather than the technology giant.
From Easter, the shop will be The Norfolk Cider Company.