The wait is over. The highly anticipated follow up to the first Apex irons will hit stores at the end of October. The new Apex and Apex Pro from Callaway will replace the original models that earned gold from Golf Digest’s Hot List in back-to-back years. As a nice little bonus, Callaway is also releasing a unique Apex Hybrid late in the year with a more iron-like design that skilled players prefer.
When Callaway rolled out their first set of Apex irons in 2013, many consumers wondered if the new sticks would live up to the iconic name. The original Ben Hogan Apex iron was a classic blade. And it didn’t take long for some golfers, especially those who played the old blades or who have a fondness for nostalgia, to chirp about Callaway’s obvious departure in design and the inclusion of additional game improvement features.
We’re using the geometry [of the face cup] as well as the material. It’s more of an elegant solution and it’s less of a brute force method of creating speed. — Dr. Alan Hocknell, Senior Vice President of R&D at Callaway
Once the public had a chance to hit Callaway’s new clubs, the early criticism dissipated and nearly everyone has since credited Callaway for doing a bang-up job at blending high performance (hotter faces, tungsten weighting, vibration dampening inserts) with that precise, forged feel that better players desire.
So the new challenge for Callaway is to up the ante on performance without diminishing the compact look or sacrificing the enhanced feel.
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