{ "schema_version": "1.0", "generated_at": "2026-07-11T00:03:00.243Z", "slug": "apple", "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": 10, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 4, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 0, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 4, "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": 10, "band": "Sparse", "stars": 1, "categories": [ { "id": "offer", "label": "Offer clarity", "pts": 4, "cap": 18 }, { "id": "action", "label": "Action path", "pts": 0, "cap": 13 }, { "id": "trust", "label": "Trust & proof", "pts": 0, "cap": 17 }, { "id": "friction", "label": "Friction reduction", "pts": 4, "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": 4, "free_gifts": 0, "discount_present": false, "has_countdown": false, "subscription_detected": true, "checkout_form_fields": 0, "price_continuity": { "continuous": false, "shared": [] }, "tactics_detected": 1, "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": false, "count": 0, "evidence": [] }, { "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 delivery", "p3: free delivery" ] }, { "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": false, "count": 0, "evidence": [] }, { "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", "See the schedule", "Stream now", "F1 on Apple TV", "MLS on Apple TV", "Listen now", "Watch now" ], "prices": [ "$195", "$695" ], "form_fields": 0 }, "proof": [], "tactics": [ "trust_badges", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/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": [ "trust_badges", "free_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/02-p2/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/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_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/crops/primary_cta.png" } ] } ], "favicon_url": "https://api.uxxray.com/api/v1/teardown/apple/favicon", "agent_brief": { "source_type": "rendered_summary", "note": "generated only from measured facts — see facts.patterns[].evidence", "markdown": "# Funnel Teardown — apple.com\n\n> An evidence-based read of apple.com's live conversion funnel, captured 2026-07-10.\n> Every claim is measured from the page; each detected tactic carries the exact\n> on-page string it fired on. Deterministic extraction — no LLM opinion. Read this\n> to understand WHY this funnel converts (or leaks) — the persuasion principles it\n> uses and the ones it's missing. It is a report to learn from, not a template to clone.\n\n**Funnel type:** ecommerce\n**Evidence Coverage Score:** 10/100 (Sparse)\n**Path captured:** Homepage / Lander → Store → Mac\n\n## Scorecard — where the points come from\n| Category | Earned |\n|----------|-------:|\n| Offer clarity | 4 / 18 |\n| Action path | 0 / 13 |\n| Trust & proof | 0 / 17 |\n| Friction reduction | 4 / 15 |\n| Value reinforcement | 0 / 15 |\n| Risk reversal & urgency | 0 / 10 |\n\n## What's working — tactics in play, with proof\nEach is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence.\n- **Free shipping** — Free shipping / delivery surfaced in the funnel. \n _Proof:_ `p2: free delivery`, `p3: free delivery`\n\n## What's missing — gaps for a ecommerce funnel\nConversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit:\n- **Proof at every step** — not detected. Social proof (reviews / ratings / counts) present across most funnel steps.\n- **Stacked free gifts** — not detected. Two or more $0 / FREE line items on the cart or checkout step.\n- **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure.\n- **Anchor / strikethrough pricing** — not detected. A struck-through original price or an \"X% off\" claim.\n- **Subscription / auto-ship** — not detected. A recurring delivery interval detected on the cart or checkout step.\n- **Per-unit price anchor** — not detected. Price reframed per serving / day / use to shrink perceived cost.\n- **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives.\n- **On-page review wall** — not detected. An embedded wall of customer reviews.\n- **Express wallets** — not detected. One-tap wallets (Shop Pay / PayPal / G Pay) offered.\n- **Money-back guarantee** — not detected. An N-day / money-back guarantee stated.\n- **FAQ / objection handling** — not detected. An accordion / FAQ block answering objections.\n- **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step.\n\n## Proof language observed\nThe exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording:\n- `Free delivery` — e.g. \"Free delivery\"\n- `limited time` — e.g. \"limited time\"\n\n## Measured design signals (facts, not a style to copy)\n- Palette, area-weighted from live CSS:\n\n| Hex | Usage | Likely role |\n|-----|------:|-------------|\n| `#f5f5f7` | 39.4% | background |\n| `#ffffff` | 37.2% | background |\n| `#000000` | 17% | support |\n| `#242426` | 2.2% | support |\n| `#fafafc` | 2% | background |\n| `#432b16` | 0.2% | support |\n| `#f4f8fb` | 0.2% | background |\n| `#524617` | 0.2% | support |\n\n- Type: display `SF Pro Text`, body `SF Pro Display` · size scale (px): 12, 14, 17, 21, 28, 40, 56 · radius (px): 8, 18, 28, 50, 56\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---\n_Full machine data: `tokens.json`, and the JSON bundle at api.uxxray.com. The value here is the analysis of a real competitor's funnel — what it does, what it doesn't, and the evidence for each._\n" }, "_links": { "self": "https://api.uxxray.com/api/v1/teardown/apple/bundle", "html": "https://uxxray.com/ux-report/apple", "brief": "https://api.uxxray.com/api/v1/teardown/apple/brief", "tokens_json": "https://api.uxxray.com/api/v1/teardown/apple/tokens?format=json", "tokens_w3c": "https://api.uxxray.com/api/v1/teardown/apple/tokens?format=w3c", "tailwind": "https://api.uxxray.com/api/v1/teardown/apple/tokens?format=tailwind", "css": "https://api.uxxray.com/api/v1/teardown/apple/tokens?format=css", "openapi": "https://api.uxxray.com/api/v1/openapi.json", "mcp": "https://api.uxxray.com (MCP)" }, "devices": { "desktop": { "score": { "score": 10, "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", "See the schedule", "Stream now", "F1 on Apple TV", "MLS on Apple TV", "Listen now", "Watch now" ], "prices": [ "$195", "$695" ], "form_fields": 0 }, "proof": [], "tactics": [ "trust_badges", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/01-home/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/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": [ "trust_badges", "free_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/02-p2/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/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_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/desktop/03-p3/crops/primary_cta.png" } ] } ] }, "mobile": { "score": { "score": 10, "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", "See the schedule", "Stream now", "F1 on Apple TV", "MLS on Apple TV", "Listen now", "Watch now" ], "prices": [ "$195", "$695" ], "form_fields": 0 }, "proof": [], "tactics": [ "trust_badges", "social_proof_logos" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/01-home/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/01-home/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/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": "Shop | Quick Links | Shop Special Stores", "h1": [ "Store" ], "h2": [ "Shop", "Quick Links", "Shop Special Stores", "Explore Mac", "Shop Mac", "More from Mac", "Explore iPad", "Shop iPad" ], "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": [ "trust_badges", "free_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/02-p2/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/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": "Shop | Quick Links | Shop Special Stores", "h1": [ "Mac" ], "h2": [ "Shop", "Quick Links", "Shop Special Stores", "Explore Mac", "Shop Mac", "More from Mac", "Explore iPad", "Shop iPad" ], "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_shipping", "social_proof_logos", "pricing_tiers" ], "screenshots": { "hero": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/03-p3/hero.png", "full": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/03-p3/full.png" }, "crops": [ { "region": "primary_cta", "label": "Primary CTA", "url": "https://uxxray.com/reports/apple.com/2026-07-10/mobile/03-p3/crops/primary_cta.png" } ] } ] } } }