The new apple has been developed by Western Australia's Department of Agriculture and Food as part of the Australian National Apple Breeding Program.

Fresh fruit of the new variety Western Dawn apple, of trade mark quality, are to be sold to the public under the name 'Enchanted'.

WA Agriculture and Food Minister Kim Chance said Enchanted was a breakthrough for the fresh eating apple market, and offered valuable new opportunities in food service and minimally processed fresh food industries.

Mr Chance said it addressed the age-old problem of apples going brown after they were cut and exposed to air.

"This exciting new variety has pure white flesh that naturally stays very white, even after several hours of exposure to air, unlike other apples which brown readily," he said.

"The resistance of Enchanted to oxidation makes it much more useful and attractive for industry, offering better value-adding possibilities and the opportunity to develop new products using fewer preservatives to expand the apple range.

"It is also likely also to be very popular as a fresh apple for platters and lunchboxes, and for fresh juicing, where it retains an attractive pink blush and fresh light flavour."

The Enchanted apple is excellent for cooking, retaining a fresh light blond colour and a firm flesh.

It has been bred naturally in WA, using conventional breeding techniques, from the varieties Lady Williams and Golden Delicious.

The new variety matures earlier than Cripps Pink, usually in the latter half of April in WA.

There are small quantities of the new apple available for retail sales in 2008.

However, trees will be available for sale to orchardists this year.