Artwork Overview
In 1962, the year this work was made, Barrie Bates changed his name to Billy Apple. This assertive self-branding is typical of the strategies by which Apple would draw attention to the business and marketing of art and the artist. After working briefly as a commercial artist in New Zealand, Apple attended the Royal College of Art in London and was included in the 1960 Young Contemporaries exhibition alongside rising Pop Art stars such as David Hockney and Ron Kitaj. An example of Apple's 'Pop Conceptualism', 2 minutes, 33 seconds is from these years. To get the very best apple for the job, the artist went first to Fortnum & Mason, then to Harrods, before finding the perfect apple at an Indian fruiterer in Old Brompton Road. The apple was then rushed to the Art Bronze Foundry in Fulham, which did all the casting for Henry Moore's and Barbara Hepworth's sculpture. The title refers to the time it took Apple to eat his apple, recorded by stop-watch, much to the bemusement of the foundry workers who were handed back the apple to recast after each munching session. The machining of the rectangular base was done back at the Royal College engineering workshop and the work was sprayed with enamel paint by a professional car painter. As well as the Gallery's green set, Apple also produced a gold-plated and a red-painted set of cast apples. (from The Guide, 2001)