Sneaky fruit (not to be confused with strange fruit)

I was driving up the avenue today, coming back from an errand when I saw this on the billboard sign at Burger King: Apple Fries.


What will they think of next to fry? Broccoli? Is the popularity of authors like Jessica Seinfeld (Deceptively delicious) and Missy Lapine (The Sneaky chef) forced fast food to try to compete and convince children that if they are going to eat healthy food then it must first be destroyed by oil? The thought of deep fried fruit scares me, although I sincerely miss good fish and chips. Call my hypocritical, but batter belongs on fish and not fruit and vegetables.