According to reports, Apple is considering replacing the former mobile operator Orange as the key sponsor of the prestigous Orange Prize for Fiction recognising novels written by women.
Founded in 1996, the prize had been sponsored by Orange since its inception. However, the mobile operator had slumped to No. 4 in UK market share by 2011 and was joined by T-Mobile in a combined offering named Everything Everywhere, now the largest UK telco created by merging the businesses of Deutsche Telekom and France Telecom.
Traditionally, Apple does not participate in sponsorship deals, preferring instead to focus on media & PR activity to drive sales and interest. However, with the ongoing success of Amazon’s Kindle hardware and online service offering, Apple may be considering naming the award after one of its products such as its iPad or iBookstore.
The prize – a cheque for £30,000 and a limited edition bronze known as a “Bessie” – is awarded annually to any woman writing in English, whatever her nationality, country of residence, age or subject matter.