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This is the illusionist in which I, Helen Salzman, go bobbing for language.

Today's episode is a companion piece that goes with the new episode of the sport full podcast posted by Dan Pashman.

We're talking about apples and in particular a new apple that is about to be launched. It's been in development since 1997.

It's expected to be a huge money maker of an apple being reliable for growers and staying good for a really long time.

Millions of trees have already been planted. Millions of apples pre-ordered. It's the biggest product launch in apple history.

It has its own trademark slogans. The apple of big dreams. And amazing flavor plus infinite possibilities.

It's the apple formerly known as the WA-38, the cosmic crisp. What's the big fuss about the cosmic crisp? Why is everyone so hyped about this particular apple in your opinion?

Well it's probably a little bit of a circular thing like because so much effort and expense has been put into making it. That creates the hype. The stakes. The stakes of the thing create the hype.

If it was just like a soft launch like hey we're going to plan a few trees we're going to see how it goes and then maybe in 20 years we'll have the honey crisp. That's not as exciting.

You've really got to be incredibly patient. Having you when you're trying to come up with a new apple that's great.

Because you might not find out that it's failed for so many years. It is not an easy process. You've got to be a diligent and patient human who loves the company of trees.

The guy who first came up with a cross that became cosmic crisp retired. Before the process ended that's how long it took.

Didn't get to see it come to fruition.

Oh! Very nicely done. Don't reward me for bad behavior.

On the sportful episode, Dan and I find out about what goes into developing a new kind of apple. Right here on the illusionist it's all about apple names.

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