UXXRAY · Teardown dossier
apple-com-2026-07-10-desktop
10 /100
free delivery
Not detected: anchor / strikethrough pricing, per-unit price anchor, and subscription / auto-ship.
No signals detected for this category on the captured funnel.
Not detected: proof above the fold and express wallets.
No signals detected for this category on the captured funnel.
Not detected: proof at every step, on-page review wall, and money-back guarantee.
free delivery
Not detected: FAQ / objection handling and express wallets.
No signals detected for this category on the captured funnel.
Not detected: us-vs-them comparison, stacked free gifts, and per-unit price anchor.
No signals detected for this category on the captured funnel.
Not detected: money-back guarantee and countdown / urgency timer.
Body copy in their text role, on a surface card.
Body copy set at their measured paragraph size. This is how their product reads to a first-time visitor — same family, same scale, same weight.
# Funnel Teardown — apple.com > An evidence-based read of apple.com's live conversion funnel, captured 2026-07-10. > Every claim is measured from the page; each detected tactic carries the exact > on-page string it fired on. Deterministic extraction — no LLM opinion. Read this > to understand WHY this funnel converts (or leaks) — the persuasion principles it > uses and the ones it's missing. It is a report to learn from, not a template to clone. **Funnel type:** ecommerce **Evidence Coverage Score:** 10/100 (Sparse) **Path captured:** Homepage / Lander → Store → Mac ## Scorecard — where the points come from | Category | Earned | |----------|-------:| | Offer clarity | 4 / 18 | | Action path | 0 / 13 | | Trust & proof | 0 / 17 | | Friction reduction | 4 / 15 | | Value reinforcement | 0 / 15 | | Risk reversal & urgency | 0 / 10 | ## What's working — tactics in play, with proof Each is a persuasion mechanism the funnel actually deploys; the quoted string is the on-page evidence. - **Free shipping** — Free shipping / delivery surfaced in the funnel. _Proof:_ `p2: free delivery`, `p3: free delivery` ## What's missing — gaps for a ecommerce funnel Conversion tactics that apply to this funnel type but weren't found — the openings a competitor could exploit: - **Proof at every step** — not detected. Social proof (reviews / ratings / counts) present across most funnel steps. - **Stacked free gifts** — not detected. Two or more $0 / FREE line items on the cart or checkout step. - **Countdown / urgency timer** — not detected. A visible countdown timer creating time pressure. - **Anchor / strikethrough pricing** — not detected. A struck-through original price or an "X% off" claim. - **Subscription / auto-ship** — not detected. A recurring delivery interval detected on the cart or checkout step. - **Per-unit price anchor** — not detected. Price reframed per serving / day / use to shrink perceived cost. - **Us-vs-them comparison** — not detected. A comparison table framing the brand against alternatives. - **On-page review wall** — not detected. An embedded wall of customer reviews. - **Express wallets** — not detected. One-tap wallets (Shop Pay / PayPal / G Pay) offered. - **Money-back guarantee** — not detected. An N-day / money-back guarantee stated. - **FAQ / objection handling** — not detected. An accordion / FAQ block answering objections. - **Proof above the fold** — not detected. Social proof rendered within the first viewport on at least one step. ## Proof language observed The exact phrasing this funnel uses to build credibility — study the *mechanism* (specific numbers, named counts, guarantees), not the wording: - `Free delivery` — e.g. "Free delivery" - `limited time` — e.g. "limited time" ## Measured design signals (facts, not a style to copy) - Palette, area-weighted from live CSS: | Hex | Usage | Likely role | |-----|------:|-------------| | `#f5f5f7` | 39.4% | background | | `#ffffff` | 37.2% | background | | `#000000` | 17% | support | | `#242426` | 2.2% | support | | `#fafafc` | 2% | background | | `#432b16` | 0.2% | support | | `#f4f8fb` | 0.2% | background | | `#524617` | 0.2% | support | - 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 ## Funnel facts - Depth reached: 3 steps - Proof points: 2 across 2 steps - Free-gift line items (max on a step): 0 - Discount/anchor pricing: no · Countdown: no · Subscription: yes - Price continuity lander→checkout: not detected --- _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._
