A Norfolk cider business has been forced to rename its shop following constant confusion from customers who mistook it for a well-known gadget retailer of the same name.
The Apple Shop in Wroxham Barns – so-called for 20 years – has finally admitted defeat and is renaming itself The Norfolk Cider Shop, according to a report in the Metro.
The problems started for shop owner, Geoff Fisher, when the technology giant Apple opened a store in Norwich in 2009.
Since then, the cider shop has reportedly received up to 24 calls a week from people making complaints about Apple products, such as iPhones and iPads.
Mr Fisher said it was amusing at first, but some callers had been rude when he was unable to help with their tech inquiries.
Mr Fisher told BBC News: "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."
His number is next to the Apple Store in the phone book and, because it has a local prefix, he believes customers prefer to ring him rather than the technology giant.
To put a stop to the confusion, the shop will be renamed The Norfolk Cider Company at Easter to coincide with a refurbishment.