It is not an apple because it is just the image of an apple. It has been photographed in a way that makes it look 'perfect' and desirable. It will have almost definitely been edited in Photoshop also to enhance this idea. And the apple will have been chosen to look completely even in shape. This is an example of visual syntax, its the way we present something that makes us feel a certain way about it.
Since this lecture I have come across this brilliant ad campaign by Patrice de Villiers made to encourage people to but mis-shaped fruit.
Theres even an apple. This advert clearly shows the effect visual semantics can have on something. Usually you would see something like this in the supermarket and possibly be disgusted by it and maybe even laugh at its odd conjoined twin. But the designer has made sure its been photographed perfectly and edited it well so it becomes this attractive and novelty item. The overall design creates the idea that this item you'd usually avoid is now highly desirable. Its really clever and brilliant and a perfect example of what was talked about in the lecture.
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