{
  "schema_version": "1.0",
  "generated_at": "2026-07-10T00:05:53.734Z",
  "slug": "apple-com-2026-07-09",
  "domain": "apple.com",
  "funnel_type": "ecommerce",
  "provenance": {
    "facts": "measured",
    "design_tokens": "measured",
    "proof_language": "measured",
    "steps": "measured",
    "screenshots": "measured",
    "favicon": "measured",
    "score": "derived_deterministic",
    "agent_brief": "rendered_summary"
  },
  "score": {
    "source_type": "derived_deterministic",
    "score": 25,
    "band": "Sparse",
    "stars": 1,
    "categories": [
      {
        "id": "offer",
        "label": "Offer clarity",
        "pts": 4,
        "cap": 18
      },
      {
        "id": "action",
        "label": "Action path",
        "pts": 7,
        "cap": 13
      },
      {
        "id": "trust",
        "label": "Trust & proof",
        "pts": 0,
        "cap": 17
      },
      {
        "id": "friction",
        "label": "Friction reduction",
        "pts": 10,
        "cap": 15
      },
      {
        "id": "value",
        "label": "Value reinforcement",
        "pts": 0,
        "cap": 15
      },
      {
        "id": "urgency",
        "label": "Risk reversal & urgency",
        "pts": 0,
        "cap": 10
      }
    ]
  },
  "devices_available": [
    "desktop",
    "mobile"
  ],
  "facts": {
    "source_type": "measured",
    "profile": {
      "funnel_type": "ecommerce",
      "score": {
        "score": 25,
        "band": "Sparse",
        "stars": 1,
        "categories": [
          {
            "id": "offer",
            "label": "Offer clarity",
            "pts": 4,
            "cap": 18
          },
          {
            "id": "action",
            "label": "Action path",
            "pts": 7,
            "cap": 13
          },
          {
            "id": "trust",
            "label": "Trust & proof",
            "pts": 0,
            "cap": 17
          },
          {
            "id": "friction",
            "label": "Friction reduction",
            "pts": 10,
            "cap": 15
          },
          {
            "id": "value",
            "label": "Value reinforcement",
            "pts": 0,
            "cap": 15
          },
          {
            "id": "urgency",
            "label": "Risk reversal & urgency",
            "pts": 0,
            "cap": 10
          }
        ]
      },
      "funnel_depth": 3,
      "proof_points": 2,
      "proof_steps": 2,
      "components_present": 7,
      "free_gifts": 0,
      "discount_present": false,
      "has_countdown": false,
      "subscription_detected": true,
      "checkout_form_fields": 0,
      "price_continuity": {
        "continuous": false,
        "shared": []
      },
      "tactics_detected": 3,
      "tactics_total": 13,
      "checkout_reached": null
    },
    "patterns": [
      {
        "id": "anchor_discount",
        "label": "Anchor / strikethrough pricing",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "comparison_table",
        "label": "Us-vs-them comparison",
        "category": "objection",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "countdown_urgency",
        "label": "Countdown / urgency timer",
        "category": "urgency",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "express_checkout",
        "label": "Express wallets",
        "category": "checkout",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "faq_objection",
        "label": "FAQ / objection handling",
        "category": "objection",
        "present": true,
        "count": 1,
        "evidence": [
          "p3: FAQ/accordion"
        ]
      },
      {
        "id": "free_gift_stack",
        "label": "Stacked free gifts",
        "category": "incentive",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "free_shipping_offer",
        "label": "Free shipping",
        "category": "offer",
        "present": true,
        "count": 2,
        "evidence": [
          "p2: free shipping",
          "p3: free shipping"
        ]
      },
      {
        "id": "guarantee",
        "label": "Money-back guarantee",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "per_serving_anchor",
        "label": "Per-unit price anchor",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "proof_above_fold",
        "label": "Proof above the fold",
        "category": "proof",
        "present": true,
        "count": 1,
        "evidence": [
          "p3: proof in first viewport"
        ]
      },
      {
        "id": "proof_saturation",
        "label": "Proof at every step",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "review_wall",
        "label": "On-page review wall",
        "category": "proof",
        "present": false,
        "count": 0,
        "evidence": []
      },
      {
        "id": "subscription_default",
        "label": "Subscription / auto-ship",
        "category": "offer",
        "present": false,
        "count": 0,
        "evidence": []
      }
    ]
  },
  "design_tokens": {
    "source_type": "measured",
    "summary": {
      "roles": {
        "primary": "#f5f5f7",
        "accent": "#f5f5f7",
        "bg": "#f5f5f7",
        "surface": "#ffffff",
        "text": "#000000"
      },
      "font": {
        "display": "SF Pro Text",
        "body": "SF Pro Display"
      },
      "radius_scale": [
        8,
        18,
        28,
        50,
        56
      ]
    }
  },
  "proof_language": [
    {
      "type": "free_shipping",
      "template": "Free delivery",
      "examples": [
        "Free delivery"
      ]
    },
    {
      "type": "urgency",
      "template": "limited time",
      "examples": [
        "limited time"
      ]
    }
  ],
  "steps": [
    {
      "n": 1,
      "id": "home",
      "label": "Homepage / Lander",
      "url": "https://www.apple.com/",
      "reached": true,
      "copy": {
        "title": "Apple",
        "hero_copy": "Apple | iPhone | MacBook Air",
        "h1": [
          "Apple"
        ],
        "h2": [
          "iPhone",
          "MacBook Air",
          "iPad Air",
          "Endless entertainment.",
          "Apple Footer"
        ],
        "ctas": [
          "0 +",
          "Learn more",
          "Shop iPhone",
          "Buy",
          "Get your estimate",
          "Apply now",
          "Stream now",
          "F1 on Apple TV",
          "MLS on Apple TV",
          "See the schedule",
          "Play now",
          "Watch now"
        ],
        "prices": [
          "$195",
          "$695"
        ],
        "form_fields": 0
      },
      "proof": [],
      "tactics": [
        "subscription_toggle"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/hero.png",
        "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/crops/primary_cta.png"
        }
      ]
    },
    {
      "n": 2,
      "id": "p2",
      "label": "Store",
      "url": "https://www.apple.com/store",
      "reached": true,
      "copy": {
        "title": "Apple Store Online - Apple",
        "hero_copy": "Store | The latest. | Help is here.",
        "h1": [
          "Store"
        ],
        "h2": [
          "The latest.",
          "Help is here.",
          "The Apple Store difference.",
          "Accessories.",
          "Loud and clear.",
          "The Apple experience.",
          "Savings and offers.",
          "Quick Links"
        ],
        "ctas": [
          "0 +",
          "Learn more",
          "Connect with a Specialist (Opens in a new window)",
          "Previous - Product",
          "Next - Product",
          "Previous -",
          "Next -",
          "Shop one on one with a Specialist. Online or in a store.",
          "Set up your new device with help from a Specialist.",
          "Get expert service and support at the Genius Bar.",
          "Previous - Help is here.",
          "Next - Help is here."
        ],
        "prices": [
          "$1099",
          "$45.79",
          "$699",
          "$58.25",
          "$599",
          "$24.95",
          "$549",
          "$91.50",
          "$1999",
          "$166.58",
          "$1299",
          "$108.25",
          "$749",
          "$62.41",
          "$399",
          "$33.25",
          "$799",
          "$33.29",
          "$999",
          "$41.62",
          "$1599",
          "$133.25",
          "$3299",
          "$274.91",
          "$249"
        ],
        "form_fields": 0
      },
      "proof": [
        {
          "type": "free_shipping",
          "text": "Free delivery",
          "value": null
        },
        {
          "type": "urgency",
          "text": "limited time",
          "value": null
        }
      ],
      "tactics": [
        "free_gift",
        "subscription_toggle",
        "trust_badges",
        "free_shipping",
        "social_proof_logos",
        "pricing_tiers"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/02-p2/hero.png",
        "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/02-p2/full.png"
      },
      "crops": []
    },
    {
      "n": 3,
      "id": "p3",
      "label": "Mac",
      "url": "https://www.apple.com/mac/",
      "reached": true,
      "copy": {
        "title": "Mac - Apple",
        "hero_copy": "Mac | Explore the lineup. | Why Apple is the best place to buy Mac.",
        "h1": [
          "Mac"
        ],
        "h2": [
          "Explore the lineup.",
          "Why Apple is the best place to buy Mac.",
          "Get to know Mac.",
          "Switch to Mac.",
          "Mac essentials.",
          "Unlock the world of Apple.",
          "Mac",
          "Apple Footer"
        ],
        "ctas": [
          "0 +",
          "All products",
          "Laptops",
          "Desktops",
          "Displays",
          "Learn more",
          "Learn more about Apple Card Monthly Installments",
          "Learn more about education pricing.",
          "Learn more about your new Mac",
          "Learn more about customizing your Mac",
          "Learn more about delivery and pickup options.",
          "Learn more about shopping with a Specialist over video"
        ],
        "prices": [
          "$699",
          "$58.25",
          "$1299",
          "$108.25",
          "$1999",
          "$166.58",
          "$1499",
          "$124.91",
          "$799",
          "$66.58",
          "$2499",
          "$208.25",
          "$1599",
          "$133.25",
          "$3299",
          "$274.91"
        ],
        "form_fields": 0
      },
      "proof": [
        {
          "type": "free_shipping",
          "text": "Free delivery",
          "value": null
        }
      ],
      "tactics": [
        "free_gift",
        "faq_accordion",
        "free_shipping",
        "pricing_tiers"
      ],
      "screenshots": {
        "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/hero.png",
        "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/full.png"
      },
      "crops": [
        {
          "region": "primary_cta",
          "label": "Primary CTA",
          "url": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/crops/primary_cta.png"
        }
      ]
    }
  ],
  "favicon_url": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/favicon",
  "agent_brief": {
    "source_type": "rendered_summary",
    "note": "generated only from measured facts — see facts.patterns[].evidence",
    "markdown": "# Agent Brief — build in the style of apple.com\n\n> Machine-extracted from a live funnel teardown (2026-07-09). 100% facts — measured\n> tokens, detected patterns, harvested proof strings. No LLM interpretation.\n> Tokens: `tokens.json` / `tailwind.css`.\n\n**Category (label):** —\n**Funnel:** Homepage / Lander → Store → Mac\n\n## Palette (area-weighted from live CSS)\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#f5f5f7` | 40.3% | background |\n| `#ffffff` | 37.2% | background |\n| `#000000` | 16.1% | support |\n| `#242426` | 2.2% | support |\n| `#fafafc` | 2% | background |\n| `#f4f8fb` | 0.2% | background |\n| `#432b16` | 0.2% | support |\n| `#9fc6f4` | 0.2% | support |\n\nCurated roles: `primary=#f5f5f7` · `accent=#f5f5f7` · `bg=#f5f5f7` · `surface=#ffffff` · `text=#000000`\n\n## Type\n- Display: `SF Pro Text`\n- Body: `SF Pro Display`\n- Size scale (px): 12, 14, 17, 21, 28, 40, 56\n- Radius (px): 8, 18, 28, 50, 56\n\n## Patterns detected (fact-based) — 3/13\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. _(p2: free shipping; p3: free shipping)_\n- **FAQ / objection handling** — An accordion / FAQ block answering objections. _(p3: FAQ/accordion)_\n- **Proof above the fold** — Social proof rendered within the first viewport on at least one step. _(p3: proof in first viewport)_\n\n## Proof language (harvested strings → templates)\n- `Free delivery` — e.g. \"Free delivery\"\n- `limited time` — e.g. \"limited time\"\n\n## Funnel facts\n- Depth reached: 3 steps\n- Proof points: 2 across 2 steps\n- Free-gift line items (max on a step): 0\n- Discount/anchor pricing: no · Countdown: no · Subscription: yes\n- Price continuity lander→checkout: not detected\n\n## To replicate\nMatch the palette + type tokens above, deploy the detected patterns at the same funnel positions, and reuse the proof-language templates with your own numbers.\n"
  },
  "_links": {
    "self": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/bundle",
    "html": "https://uxxray.com/t/apple-com-2026-07-09",
    "brief": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/brief",
    "tokens_json": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/tokens?format=json",
    "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/tokens?format=w3c",
    "tailwind": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/tokens?format=tailwind",
    "css": "https://api.uxxray.com/api/v1/teardown/apple-com-2026-07-09/tokens?format=css",
    "openapi": "https://api.uxxray.com/api/v1/openapi.json",
    "mcp": "https://api.uxxray.com (MCP)"
  },
  "devices": {
    "desktop": {
      "score": {
        "score": 25,
        "band": "Sparse",
        "stars": 1
      },
      "steps": [
        {
          "n": 1,
          "id": "home",
          "label": "Homepage / Lander",
          "url": "https://www.apple.com/",
          "reached": true,
          "copy": {
            "title": "Apple",
            "hero_copy": "Apple | iPhone | MacBook Air",
            "h1": [
              "Apple"
            ],
            "h2": [
              "iPhone",
              "MacBook Air",
              "iPad Air",
              "Endless entertainment.",
              "Apple Footer"
            ],
            "ctas": [
              "0 +",
              "Learn more",
              "Shop iPhone",
              "Buy",
              "Get your estimate",
              "Apply now",
              "Stream now",
              "F1 on Apple TV",
              "MLS on Apple TV",
              "See the schedule",
              "Play now",
              "Watch now"
            ],
            "prices": [
              "$195",
              "$695"
            ],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "subscription_toggle"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/hero.png",
            "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/full.png"
          },
          "crops": [
            {
              "region": "primary_cta",
              "label": "Primary CTA",
              "url": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/01-home/crops/primary_cta.png"
            }
          ]
        },
        {
          "n": 2,
          "id": "p2",
          "label": "Store",
          "url": "https://www.apple.com/store",
          "reached": true,
          "copy": {
            "title": "Apple Store Online - Apple",
            "hero_copy": "Store | The latest. | Help is here.",
            "h1": [
              "Store"
            ],
            "h2": [
              "The latest.",
              "Help is here.",
              "The Apple Store difference.",
              "Accessories.",
              "Loud and clear.",
              "The Apple experience.",
              "Savings and offers.",
              "Quick Links"
            ],
            "ctas": [
              "0 +",
              "Learn more",
              "Connect with a Specialist (Opens in a new window)",
              "Previous - Product",
              "Next - Product",
              "Previous -",
              "Next -",
              "Shop one on one with a Specialist. Online or in a store.",
              "Set up your new device with help from a Specialist.",
              "Get expert service and support at the Genius Bar.",
              "Previous - Help is here.",
              "Next - Help is here."
            ],
            "prices": [
              "$1099",
              "$45.79",
              "$699",
              "$58.25",
              "$599",
              "$24.95",
              "$549",
              "$91.50",
              "$1999",
              "$166.58",
              "$1299",
              "$108.25",
              "$749",
              "$62.41",
              "$399",
              "$33.25",
              "$799",
              "$33.29",
              "$999",
              "$41.62",
              "$1599",
              "$133.25",
              "$3299",
              "$274.91",
              "$249"
            ],
            "form_fields": 0
          },
          "proof": [
            {
              "type": "free_shipping",
              "text": "Free delivery",
              "value": null
            },
            {
              "type": "urgency",
              "text": "limited time",
              "value": null
            }
          ],
          "tactics": [
            "free_gift",
            "subscription_toggle",
            "trust_badges",
            "free_shipping",
            "social_proof_logos",
            "pricing_tiers"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/02-p2/hero.png",
            "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/02-p2/full.png"
          },
          "crops": []
        },
        {
          "n": 3,
          "id": "p3",
          "label": "Mac",
          "url": "https://www.apple.com/mac/",
          "reached": true,
          "copy": {
            "title": "Mac - Apple",
            "hero_copy": "Mac | Explore the lineup. | Why Apple is the best place to buy Mac.",
            "h1": [
              "Mac"
            ],
            "h2": [
              "Explore the lineup.",
              "Why Apple is the best place to buy Mac.",
              "Get to know Mac.",
              "Switch to Mac.",
              "Mac essentials.",
              "Unlock the world of Apple.",
              "Mac",
              "Apple Footer"
            ],
            "ctas": [
              "0 +",
              "All products",
              "Laptops",
              "Desktops",
              "Displays",
              "Learn more",
              "Learn more about Apple Card Monthly Installments",
              "Learn more about education pricing.",
              "Learn more about your new Mac",
              "Learn more about customizing your Mac",
              "Learn more about delivery and pickup options.",
              "Learn more about shopping with a Specialist over video"
            ],
            "prices": [
              "$699",
              "$58.25",
              "$1299",
              "$108.25",
              "$1999",
              "$166.58",
              "$1499",
              "$124.91",
              "$799",
              "$66.58",
              "$2499",
              "$208.25",
              "$1599",
              "$133.25",
              "$3299",
              "$274.91"
            ],
            "form_fields": 0
          },
          "proof": [
            {
              "type": "free_shipping",
              "text": "Free delivery",
              "value": null
            }
          ],
          "tactics": [
            "free_gift",
            "faq_accordion",
            "free_shipping",
            "pricing_tiers"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/hero.png",
            "full": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/full.png"
          },
          "crops": [
            {
              "region": "primary_cta",
              "label": "Primary CTA",
              "url": "https://uxxray.com/reports/apple.com/2026-07-09/desktop/03-p3/crops/primary_cta.png"
            }
          ]
        }
      ]
    },
    "mobile": {
      "score": {
        "score": 25,
        "band": "Sparse",
        "stars": 1
      },
      "steps": [
        {
          "n": 1,
          "id": "home",
          "label": "Homepage / Lander",
          "url": "https://www.apple.com/",
          "reached": true,
          "copy": {
            "title": "Apple",
            "hero_copy": "Apple | Shop | Quick Links",
            "h1": [
              "Apple"
            ],
            "h2": [
              "Shop",
              "Quick Links",
              "Shop Special Stores",
              "Explore Mac",
              "Shop Mac",
              "More from Mac",
              "Explore iPad",
              "Shop iPad"
            ],
            "ctas": [
              "0 +",
              "Learn more",
              "Shop iPhone",
              "Buy",
              "Get your estimate",
              "Apply now",
              "Stream now",
              "F1 on Apple TV",
              "MLS on Apple TV",
              "See the schedule",
              "Play now",
              "Watch now"
            ],
            "prices": [
              "$195",
              "$695"
            ],
            "form_fields": 0
          },
          "proof": [],
          "tactics": [
            "subscription_toggle"
          ],
          "screenshots": {
            "hero": "https://uxxray.com/reports/apple.com/2026-07-09/mobile/01-home/hero.png",
            "full": "https://uxxray.com/reports/apple.com/2026-07-09/mobile/01-home/full.png"
          },
          "crops": [
            {
              "region": "primary_cta",
              "label": "Primary CTA",
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          ]
        },
        {
          "n": 2,
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        {
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    }
  }
}