Though it is hard to imagine a more quiet, humble and easy to please end-customer than the apple, still, taking in the concept, the understanding, that the apple is, in some sense, the customer and we need to think what is best for it and refer to the apple’s needs and desires – it is not an obvious perspective. The ideas behind the new apples in this group, are obviously motivated by what is best for the apple (and therefore, nature), that is the main reason for their mere existence.

One example for this point of view is Apple Fall by Roi Vaspi Yanai who designed the apple’s peel to open up as a kind of parachute and provide the apple, as it falls from the tree, a soft and safe landing. Vaspi Yanai has made a choice to remain in the natural apple surrounding and provide the apple a better, more beautiful life. By doing so, he chose to focus on the object-environment relations, a point of view which is quite rare within the designer’s lexicon.

“Know where you came from and know where you are heading” is a famous quote from Jewish Oral Torah. This sentence symbolizes how important it is for us to know these things, and if it important to us, it must be important to the food we eat, especially in the global world where everything becomes anonymous and location becomes meaningless. When we erase nature’s history, we also erase the nature’s future. This approach towards nature, with full awareness and sensitivity towards the apple can be seen in  An Apple From by Liora Rosin. In this apple when you cut it in the middle you can see a map of its place of origin, displayed as an integral part of the apple structure. Will our attitude towards the food we eat change if we knew where its home is? Will we appreciate more an apple that travelled a long journey on its way to our mouth? Will we eat it differently?

Alexander Behn shows a similar, but yet very different approach, in the Variations of an Apple. This apple is a super fruit that grows in different environments, inside different fruits and vegetables. Behn’s suggestion is a critical observation of the dangerous idiocy in using biotechnology to create new apple designs.

The Eternal Apple by Chanan De Lange turns into an independent being, having its own sensory system and its own wills. De Lange frees the apple once and for all from its dependency on human beings. The only question left to ask is whether the ‘Eternal Apple’ is still considered an apple or is it now a pet?

Some of the apples, like the Malaeva apple by Matteo Morelli raise critical questions. Morelli turned the apple into an unappealing object, which makes you wonder, what if Eve would have never been attracted to the apple and would never have touched the forbidden fruit, maybe just as if today we wouldn’t allow tampering and changing of nature and the fruits around us.