Billy Apple® A Brand Looking for a Product Exhibition

The naming of a new apple cultivar Billy Apple® fulfils a long held ambition for the artist and is the natural culmination of his 1962 self-branding exercise.

Billy Apple® A Brand Looking for a Product 1962—2020 looks back to Apple’s name change and the way Apple created art works that referenced his name.

Centred on his ambitious collaboration with Hawke’s Bay scientist, Allan Smith, which began in 1999. The exhibition, traces the story in which Apple sought an apple to distribute commercially under the licence Billy Apple® Ltd.