Equipment
Report: Callaway to revive the ‘Apex’ name
Members of our forums have been buzzing for weeks about the possibility of a Callaway forged iron that would bear the name “Apex,” a nod to the fan-favorite forged irons produced by the Ben Hogan golf brand, which Callaway purchased as a part of its acquisition of Top Flite Golf Co. in 2003.
Last week, we snapped photos of a prototype Callaway driver and two prototype irons at the Deutsche Bank Championship. According to a report by Golfweek’s James Achenbach, the larger iron model, which had yellow tape placed in the cavity to hide its logo, will be called “Apex.”
Unlike the Ben Hogan Apex FTX irons released in 2004 (pictured left), the new Apex irons are a multi-material iron with a deep undercut. That makes them more similar to Callaway’s 2010 Diablo Forged iron (pictured right), which were forged from 1020 carbon steel but featured welded 455 carpenter steel faces to increase ball speed and forgiveness.
In 2012, Callaway sold the Ben Hogan brand to apparel company Perry Ellis Inc., which has been the official licensee of Callaway apparel since taking over for Ashworth in 2005. According to Achenbach, Callaway retained the rights to certain Ben Hogan-related trademarks, however, such as Apex and Edge.
Callaway has yet to release any details on the Apex irons, but we expect that they will begin to surface in the near future. You can see more photos of the Apex irons in the gallery below.
Click here to see what members are saying about the irons in the forums.
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Titleist has today introduced Pro V1, Pro V1x and Pro V1x Left Dash golf balls featuring enhanced alignment.
The new Enhanced Alignment aid is an extended alignment sidestamp designed for more precise aim and accuracy. The elongated sidestamp provides a built-in visual aid and measures over 65 percent longer than the standard Pro V1 sidestamp.
“Enhanced Alignment is designed for golfers who are seeking a more detailed, built-in alignment feature on their Pro V1, Pro V1x or Pro V1x Left Dash. We saw overwhelming interest in the single-colored line on Pro V1 Performance Alignment, and this is another alternative for players who prefer a slightly different look.” – Jeremy Stone, Vice President, Titleist Golf Ball Marketing
In addition to Enhanced Alignment, Titleist offers more than 40 different alignment aid designs on Pro V1’s fourth pole – opposite the sidestamp – through custom order on Titleist.com.
Pro V1, Pro V1x and Pro V1x Left Dash Enhanced Alignment golf balls are available to order through titleist.com and at authorized Titleist retailers beginning on May 17 in the United States only. Enhanced Alignment is available globally on July 1.
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Cobra released its first commercially available 3D-printed steel putter in 2020. Now, the company is bringing its first 3D-printed irons to retail with new LIMIT3D irons, which Cobra’s vice president of product architecture, Jose Miraflor, calls “the most significant technological advancement to happen to the category in the past 20 years” and “a look into the future of golf club design and performance.”
Cobra leveraged the expertise of computational design software firm nTop to create an ambitious design: a compact players blade that offers similar forgiveness as a larger, game-improvement style club and forged iron feel.
Speaking on the partnership, Mike Yagley, Vice President of Innovation & AI, Cobra Golf said, “nTop’s computational design tools integrated with 3D printing, also known as additive manufacturing, allowed us to create an incredible new design that looks and feels like a forged blade but performs like a larger, game-improvement iron. No one has done this before, and we’re excited to introduce these unique irons to the world.”
As Cobra explains, more forgiving irons are traditionally larger and sacrifice feel. Due to the limitations of casting and forging, creating a more compact, better-feeling iron that still delivers forgiveness was only possible with 3D printing. The resulting profile of Cobra’s LIMIT3D irons is smaller than Cobra’s King Tour irons.
LIMIT3D irons are 3D printed for 316L stainless steel with an internal lattice structure, which allowed engineers to position 33 percent of the iron’s overall weight to the exterior for greater MOI. 100 grams of tungsten is positioned in the heel and toe of each clubhead for low CG for ease of launch and high MOI for greater forgiveness.
Additionally, using nTop’s design software and additive manufacturing allowed for a substantially faster prototyping process, which enabled engineers to test more designs and mass placements for a superior finished product.
Cobra LIMIT3D irons: Pricing, specs, availability
- 350 individually numbered sets available in the U.S. and Canada (500 sets total worldwide)
- Available for custom order June 7
- Price: $3,000
- Set: 4-PW, RH only
- Full range of aftermarket shafts, grips
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Equipment
Coolest thing for sale in the GolfWRX Classifieds (5/14/24): Mizuno Pro 241 Azalea Edition irons
At GolfWRX, we are a community of like-minded individuals that all experience and express our enjoyment of the game in many ways.
It’s that sense of community that drives day-to-day interactions in the forums on topics that range from best driver to what marker you use to mark your ball. It even allows us to share another thing we all love – buying and selling equipment.
Currently, in our GolfWRX buy/sell/trade (BST) forum, there is a listing for a set of Mizuno Pro 241 Azalea Edition irons.
From the seller: (@ayc25): “Brand new in box / plastic. 4-PW. Custom shaft bands, grips, ferrules. Dynamic Gold S200 Tour Issue. NO TRADES. Ships next day UPS Ground from Northern Virginia. $1695 shipped or best offer.”
To check out the full listing in our BST forum, head through the link: Mizuno Pro 241 Azalea Edition irons
This is the most impressive current listing from the GolfWRX BST, and if you are curious about the rules to participate in the BST Forum you can check them out here: GolfWRX BST Rules
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Sheen
Jul 15, 2015 at 7:31 pm
Interesting business & marketing case :
APEX is symbolic product identifier of Ben Hogan ironw, which casts the image of best performance and high quality forged iron like top notch product. In this case, it only can do the role of premium line endorser of Callaway Iron for whom considering or might to buy Callaway irons by comparing with Taylormade, Cobra etc…but NOT Titlelist or Mizuno something high flying payer’s brand supplier.
So it would be NOT best strategy for Callaway. Just could be GAP closing strategy.
But on the other hand, if Ben Hogan Equipment used this name, and reintroduced powerful old hit products such as APEX pus, Edge pro and Redlines through re-trimming in modernized version, I could image very fantastic marketing case of ‘Oldest but Goodiest’.
Any Opinions?
Jeff
Oct 8, 2013 at 11:56 am
Just seen the X2 Hot clubs today and I like them, the orange paint scheme along with the hyper speed frame face should perform quite well on paper. Also seen the putters for 2014 as well, nice to to see callaway releasing the versa tank line, should be a good seller. Also nice to see new additions to the versa and white hot pro lines, with new putter shapes such as the jailbird and havoc putters.
joe
Sep 12, 2013 at 12:30 pm
oh boo hoo. complain complain complain. the golf club could be named peewee herman. long as it performs, shouldnt matter. “the ben hogan” name. WHO CARES?!
Go Low
Sep 12, 2013 at 11:21 am
Callaway is out of touch with reality. they have no appreciation for the workmanship that was put in the apex line by the Hogan company.
Callaway does not realize that there is suck a srong market if they make something similar to the Ben Hogan 50th Anniversary Irons. It is a disgrace they butchered the Apex name….What a Shame!!!!!!!!!!!!!!
JHM
Sep 13, 2013 at 3:28 pm
If there is such a strong market, why did the Hogan brand fold. Seems to me Callaway is very in touch with what the public will purchase.
Chris
Sep 12, 2013 at 11:02 am
Callaway has some interesting stuff in the pipeline…Apex and Apex Pro, X hot 2 irons, X hot 2 Driver with Aldila Atx blue and green in Pro model….milled metal x coming in February….new product looks pretty darn good to me, but I agree maybe the Apex name should have been on a blade.
Kyle
Sep 10, 2013 at 2:56 pm
I can honestly say that each and every one of you will be proven wrong. The Apex irons to be released from Callaway are fantastic. Callaway just had their sales meeting regarding 2014 product. There will be two Apex irons released. Both of them forged from a newly refined forging process which allows Callaway to introduce a new, and much faster, face design. Testing down at ECPC have shown to produce enhanced spin robustness as well as extra distance. There will be an Apex Pro series which is not the one featured. I understand that many and most of the Apex fans are desiring a beautiful blade like construction in look as well as feel. The forged Pro model, which has not been released in images will satisfy those desires in my opinion. The Apex Pro will offer the look and feel that Hogan fans are looking for. From everything I have seen and heard, this is going to be a monster year for Callaway. At least they are not offering a gimmick “speed slot” in their irons. X 2 Hot irons and fairway woods will be the best performers. Let’s hope callaway can keep up in the marketing and social community to allow their superior performance to get noticed by consumers and customers alike. On top of the two apex lines, which are both forged, there will also be a revamp in the forged players clubs series as well. I do not believe any tour level drivers or irons were discussed in the meetings. The new X Hot line will offer an even faster face design!! The new process for constructing the face gives Callaway the ability to obtain higher CT testing. Whereas before, they could not reach any closer to the limit in fear of variances causing some product to be above the CT limit. The new process allows them to approach that limit safely and provide more distance. But even more importantly, the new face designs on fairway woods and also being introduced in the new hybrids and the concepts will also be introduced in the irons. The new design does increase ball speed but most importantly is much more consistent and much better performing on off center hits than previous models. MUCH!! more consistent. Anyways, I’ll get off this little rant of mine. Keep an eye out for 2014 Callaway product. There is much more to come than you may know. Wait for the actual release photos before making a judgement. They are beautiful!!
OhioGolfDude
Sep 11, 2013 at 1:57 pm
2013 was a big step forward in regards to design and performance of all Callaway products. I personally love the look of the unbadged iron in the pix, and if the non-pro version performs anything like the DF did, look out. Current trends seem to point that even hackers like the forged feel, but could use the extra forgiveness (even players like Stenson using the Legacy black). I’m currently gaming the Razr XF and these are some of the best feeling and performing irons I’ve used.
tom
Sep 11, 2013 at 11:06 pm
AMEN brother! At least hit the dang thing first before you start complaining, people.
Matthew
Sep 10, 2013 at 1:35 pm
You guys do know that there were cavity versions of the Apex right? I don’t see what all of the fuss is about. There just isn’t enough of a market for Callaway to make two different verisons of blade irons.
Andrew
Sep 9, 2013 at 12:47 pm
Ely would not have approved…. hell, he would not have approved of much of what is coming out of the company these days…
michael
Sep 8, 2013 at 11:03 pm
Callaway should be ashamed in using the apex name on any club that does not have the Hogan name attached to it. Those irons were some of the best made period. The pictures of the next generation is a disgrace to the name and to the great golfer Ben Hogan. I have often wondered why the irons have not been made they were again some of the highest quality irons made even better than the Titleist Irons that were made and I had a set in the 1980s and 1999’s.
I hope that someone will make the irons again.
Devin
Sep 8, 2013 at 6:40 pm
YUCK… Its probably going to come with the all too famous UNIFLEX shaft as well. Just as Callaway had made a turn for the better they try something like this. If Phil talks about what a dream his new “APEX” irons next year at TPC Scottsdale it wouldn’t even surprise me.
jgpl001
Sep 8, 2013 at 6:32 pm
A real step backwards
Callaway – let the Apex rest in peace
MBAISLEY
Sep 7, 2013 at 3:46 pm
I agree 100% with the previous comments. I will be sorely disappointed if the Apex name winds up on this club. And that isn’t to say that I don’t like the looks of the new club….. I am actually quite interested to see more of it. (I can’t hit blades like I used to…. have to take advantage of some of these forged cavity irons that are out these days.)
Mainly, I am just sad that the Hogan brand is gone from the equipment scene. I wish Callaway could’ve found a way to keep the Hogan line of forged irons alive. I guess it just wasn’t profitable to do it.
I feel the same way about the unfortunate demise of the MacGregor brand.
I played MacGregor forged irons for a long time, dozens of different models (V-foil, MT, Don White customs, 1991 VIPs, CB92 VIP Tours, JNPs, Muirfields, you name it), but I stopped buying MacGregor stuff when Golfsmith bought the brand. Golfsmith’s “VIP” forged iron isn’t a piece of junk, but it isn’t up to the standard that I have always associated with MacGregor forgings.
Moreover, it’s been 4 or 5 years since MacGregor was sold to Golfsmith, and they’ve only offered a single forged iron…. the aforementioned VIP. How about some new stuff, Golfsmith? I’d be willing to give it a chance (but my hopes won’t be too high).
Maybe if Callaway hits one out of the park with this new iron, I’ll forgive them for calling it Apex. But they’d better give it their very best effort!!
purkjason
Sep 9, 2013 at 8:02 am
I still have the Macgregor Muirfields and the Macgregor Jack Nicklaus Celebrity Iron Set. I agree that Macgregor is a timeless classic of forged beauty and quality. I still take these irons to the driving range when I need to improve my ball striking. I wish Jack Nicklaus could buy Macgregor and show the American People once again that Macgregor can rise to its past glory against all the OEM Marketing Scam giants.
Roger
Sep 7, 2013 at 1:43 pm
Could be time for an Apex appreciation thread
from those of us who have bagged a set and appreciate a Classic.
Clearly, the clubs pictured are a dissapointment.
Callaway have produced some superb products lately!
Plenty of time for Team Callaway to LISTEN to what WRX’ers
feel is a Club Design that pays respect to Mr Hogan’s legacy.
Jack
Sep 7, 2013 at 9:23 am
I guess we have a consensus. Apex should be on players irons. Maybe it doesn’t even matter cuz it won’t be Ben hogan brand anyway.
Mike
Sep 7, 2013 at 7:46 am
Calling that pig “apex” is an abomination!
BigBoy
Sep 7, 2013 at 2:26 am
Callaway engineers/designers wouldn’t have a clue about why Hogan called it the Apex nor do they have the ability to design such an iron…hack engineers=hack clubs.
John
Sep 6, 2013 at 11:35 pm
Make a iron for strikers to give a nod to hogan…
snowman
Sep 6, 2013 at 11:20 pm
No Way that shovel should called Apex. The Hawk would not be pleased.
TravisLG
Sep 6, 2013 at 9:55 pm
I hope this is all a rumor…
JD
Sep 6, 2013 at 8:06 pm
A bloody disgrace that the classic Apex name is tagged onto that monstrosity. Shame on you Callaway.
Tyler
Sep 9, 2013 at 1:34 pm
+1
Andrew
Sep 6, 2013 at 7:16 pm
Definitely NOT the right product to wear that badge…
Matthew Bacon
Sep 6, 2013 at 1:47 pm
Diablo Forged look cheap where the Apex was classic
Jim Santelli
Sep 11, 2013 at 1:24 pm
Callaway destroyed the Ben Hogan name! Walmart in Texas is carrying Ben Hogan branded clothing and now this. Won’t even look at another Callaway product ever!
wes
Sep 19, 2013 at 10:27 am
Callaway doesn’t own the Ben Hogan name…