This Source Book is published on the occasion of Billy Apple's two-part exhibition at Witte de With: A History of the Brand and Revealed/Concealed.

Four writers have been invited to contribute: New Zealand art historian and curator Christina Barton offers an insightful chronology; the French critic Bénédicte Ramade situates Apple’s practice in the context of institutional critique; the value systems of the Billy Apple brand are discussed by William Wood, Vancouver-based critic and art historian; and the expatriate New Zealand artist and scholar Michelle Menzies considers Apple’s sense of duration and his enduring significance for younger generations.