An apple cider shop, near Norwich in the UK, has been forced to change its name after being inundated by tech support calls from Apple Macintosh users.

CNet reports the store in Wroxham Barn, which for the past 20 years has traded as the Apple Shop, has been flooded by customer service calls, with proprietor Geoff Fisher deciding to rename his shop the Norfolk Cider Shop.

"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," Fisher said.

"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'!"

This story first appeared on LeadingCompany's sister site, SmartCompany.