September 19 2013
By Jonathan Wall, PGATOUR.COM Equipment Insider
The Apex name is making a comeback. Once known as one of Ben Hogan Company's most successful forged iron lines — and the name of the shafts the nine-time major winner used in his clubs — Apex officially became the name of Callaway's latest iron, after the company tweeted the first official photo on Thursday evening.
"Conventional wisdom says forged is only for elite players. Conventional wisdom hasn't hit an Apex iron. Details soon," the tweet said.
While this is likely the first time golfers are hearing about Apex, the iron was actually spotted on the range a few weeks ago at the Deutsche Bank Championship.
Callaway's head of research and development, Dr. Alan Hocknell, was at TPC Boston with a driver that featured a sliding weight channel and two different irons — one of which had yellow tape inside the cavity covering the Apex name.
Callaway has yet to release full specs and details, but based on the tweet and corresponding photo that was sent out, it appears Apex is a multi-material, forged iron that has an undercut in the cavity that could lead to faster ball speeds and added forgiveness.
And if you're wondering how Callaway was able to revive the Apex name after discontinuing the equipment line in 2008, and selling the Ben Hogan brand to Perry Ellis is 2012, the company retained certain Hogan trademarks after the transaction, including the Apex name.