Apple Store UK - unable to buy iPhone with Apple account balance

Question

Level 1

10 points

Apple Store UK - unable to buy iPhone with Apple account balance

Hello,

For the past four weeks I have been attempting to purchase an iPhone 17 Pro using my Apple Account balance in the UK Apple Store. I have sufficient balance to purchase the phone; however, each time I attempt to do so I receive an error indicating the payment method is invalid. I have verified that I have a valid credit card on my profile in case it requires verification but this has also failed.

I have tried various combinations of using my account balance and charging the remainder to my credit card with no success. I have contacted Apple Support but their assistance has been unhelpful. Each call lasts approximately two hours during which I must explain the issue from the outset. I have been transferred between technical support sales billing and post-sales teams without any progress.

Two representatives suggested escalating the issue to a team that can redeem some of my gift cards so I could attempt the purchase again. The first request was ignored and when I followed up no one seemed aware of it. The second time I received an email two working days later stating they could not assist with my gift card issue.

They then advised me to place the order with my credit card and contact the post-sales team to change the payment method and use my store balance. I was instructed to hang up and call them back a few minutes after placing the order. I did and then when I called back another person informed me this was not possible. While I was on the phone with them the order progressed to ‘Prepare to shipping’ so I was unable to cancel it. They advised me that I could return it to a store and request to purchase it with my Apple balance.

The phone arrived the following day. I visited an Apple Store to return it and enquire about purchasing it with my Apple balance. They informed me that this was not possible.

I contacted Apple Support again and another representative stated there was a block on my Apple ID and would submit a request to unblock it. This should have taken two days to complete but I have not received a response. When I called to follow up they informed me that this request had been escalated to the back office team three times but such a team never acknowledged such requests.

What should I do next? Should I submit a formal complaint? I have £1,300 on my Apple balance which only allows me to purchase apps or pay for iCloud+.

iPhone 16 Pro, iOS 26

Posted on Nov 6, 2025 1:29 AM

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Answer 1

brbo

Level 8

38,617 points

Nov 11, 2025 3:56 PM in response to Daventry

Re: Is my only option to submit a formal complaint to the ombudsman?

A good option, yet possibly not the only one:

Other options that occur to me:

(1) If you haven't already: Wondering whether contacting one of the "Shopping specialists" could help:

Seems they help with set-up and support with, or after, a purchase:

There's a tiny blue circle with photo of person to click on the UK webpage: Buy iPhone - Apple (UK)

If all else fails there:

Perhaps you could provide them with a link to this discussion that explains your predicament.

(2) If it is within 14 days of the date you received your purchase:, and you have an Apple Store nearby.

Seems you also have the option of taking the iPhone with any packaging, the cords, adapters and documentation that were included, and returning it your nearest Apple store.

Returns & Refunds - Shopping Help - Apple Eg: says:

"An Apple Specialist will assist you with your return. Your refund will be processed at that time.

To locate an Apple Store in your area, please refer to the Apple Retail Store Locator"

if you wish : You can call them beforehand to discuss your predicament, or make a reservation,.

Genius Bar Reservation and Apple Support Options - Apple

Perhaps they could help with refunding from your card,

and re-charging using Apple balance while assisting you face-to-face in the store ?

(3) There is much info.on returns via a delivery carrier online under the heading:

"Phone Return Policy" on Returns & Refunds - Shopping Help - Apple

Eg: says:

"If you are not fully satisfied with your iPhone purchase, you can return your undamaged iPhone to the Apple Online Store within 14 days of purchase for a full refund. Please check your Order Status online or call 133‑622 to request a return.: Much more info., (and, under "Manage your account" there is a "Click here" help: link): on: the Returns & Refunds - Shopping Help - Apple webpage.

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Answer 2

brbo

Level 8

38,617 points

Nov 9, 2025 11:23 PM in response to Daventry

Re: Apple Store UK - unable to buy iPhone with Apple account balance

Sorry to hear of the difficulties you had when making a purchase, You have been through a lot, already!

Seems working with a "Shopping help specialist" (as offered online when actually making a purchase) can generally be a wise move when doing things our own way.

Wondering if Apple support's online article (link below) can be of any help to you:

Payment, Financing, Refunds and VAT - Shopping Help - Apple has lots of info. on what's possible:

Eg: says:

"You can use up to eight Apple Gift Cards at a time when you purchase online from Apple, or if you’re placing an order by calling 1‑800‑MY‑APPLE."

"You can use your gift card(s) with an Apple Account Balance and Apple Pay or one credit card".

"You can use up to 20 Apple Gift Cards for one transaction when you purchase at an Apple Store".

"To use your Apple Account Balance to buy products on apple.com or in the Apple Store app, make sure you are signed in with your Apple Account. Then simply choose an amount to apply to your purchase during the payment step in checkout. You can use the funds from your Apple Account Balance in combination with Apple Pay or one credit card and up to eight Apple Gift Cards. See Payment for details on using more than one payment method?.

Other Shopping help : Viewing & Changing Orders - Shopping Help - Apple

and

: Returns & Refunds - Shopping Help - Apple

Eg: says: You have 14 calendar days to return an item from the date you received it

and

"Please ensure that the item you're returning is repackaged with all the cords,

adapters and documentation that were included when you received it:".

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Answer 3

Daventry Author

Level 1

10 points

Nov 11, 2025 9:40 AM in response to brbo

Hi,

Thanks for taking the time to answer.

Yes, I'm signed in when making the purchase. It doesn't work even if I try to use just £1 from my Apple Account Balance.

Last Friday I was advised to submit a request to the gift card team to unredeem two gift cards I bought from Airtime UK. I printed out the gift cards and email receipts, wrote the case number on each copy and submitted the pictures.

They've just replied to me - "It appears this gift card has already been redeemed."

Well, of course it has! That's the problem! It's redeemed on my account but they won't let me use the balance!

I've just called back to explain this. But once again the call is answered by a new advisor that needs to hear the whole story again. I can't speak again with the person who advised me to submit above request! This is so frustrating!

Also whenever I say I want to escalate this and speak with their manager, senior advisors always refuse to do.

Is my only option to submit a formal complaint to the ombudsman?

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