Yes and no, or rather, no and yes. The very minimum charge for an 0870 call is 4p/min (plus a 3p connection charge), and most companies rates are higher. When much of the time spent on these calls is devoted to listening to Vivaldi, the cost can mount up very quickly.
Go to http://www.saynoto0870.com/ for details - you might even find an alternative (ie non-0870 number) for Apple.
If you've paid for Applecare AND have to call an 0870 number as well you've been shafted twice. In my opinion.
I stand corrected. And you're right it's not good.
When I had a prob I called the local Apple Centre (not store) and they fixed things up. It was easy.
As I'm an edu customer and will be buying the next one through the HE campus agreement I have no need for uplift and can save the 50 quid on a laptop. Something, out of ignorance I paid 200 quid for last time.
At least I know now.
We're so used to getting a bad deal in the UK we expect it now. Even off Apple (or should that be especially off Apple