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 four years ago he has received an increasing number of 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 and, because it has a local prefix, he believes customers prefer to ring him rather than the technology giant.
He estimates that he receives up to 24 calls a week.
In one call, an elderly man contacted him to say he had "been silly and bought his first computer", an Apple Mac, at the age of 87.
Mr Fisher agreed he had been silly and told him: "Give it to your grandchildren".
From Easter, the shop will be renamed The Norfolk Cider Company to coincide with a refurbishment.Suggest a correction