But on deeper inspection the fruit reveals its true colours.
Take a bite and you will find the Redlove's distinctive hue runs all the way through to the core.
Not only is the apple said to be extremely tasty – it has a 'berry nuance' – it is even healthier than your average apple as its red flesh is richer in antioxidants.
The new fruit will even keep its colour after being cooked or pressed, producing cider that looks more like cranberry juice – or an unusual looking apple pie.
It also has the advantage of not turning brown, making it better than normal apples as an ingredient in a fruit salad.
The Redlove is the result of 20 years of painstaking work by Markus Kobert, a Swiss fruit grower.
He has cross-pollinated a number of varieties – including one that has pink flesh but no taste – to come up with the Redlove.
Seed and sapling company Suttons has secured exclusive rights to sell the fruit trees in Britain, with 1,500 orders taken from amateur gardeners already.
Orchards across Europe are being planted with saplings so the apples can be produced on a commercial scale.
British supermarkets are expected to start selling them within the next few years.
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