SRAM announced today, two new versions of the Apex groupset. White. It’s the new black! SRAM is now offering Apex in a new white colorway. Also available will be a flat bar version of the Apex groupset, also in white.
Press Release and Pics after the jump.
Fresh New Look for SRAM Apex
Spring is here, beautiful weather and nice roads in front of you: get on your bike and ride!
Following the popular introduction of SRAM’s black Apex in 2010, the leaders in choice continue the trend with all new White Apex. The brilliant alpine white color option is the perfect selection for any rider that’s ready to reach the snowy top of his favorite mountain ride.
The brakes, the upper part of the rear derailleur, front derailleur and the shifters shift paddle take on a sophisticated alpine white finish while the chain and the cassette remain the same. Elegant white graphics appear on the wider crank arms as a signature for this sparkling and trendy groupset.
Features and benefits stay the same as the original SRAM APEX with the innovative wifli technology and its 11-32 cassette. Wherever the road takes you, climbing becomes easier and descending faster.
Sweet, but would prefer if SRAM would innovate instead of just changing colours…Red black, Apax white…I mean who cares??…Shimano and Campy are pulling away with electronic shifting while SRAM somehow things changing colours will keep them up there…guys do something proper!!
doh! i just built up a new 29er and thought about making it dropbar. white would really match what i have goin on. if the entire blade was white…
Nice option for trendy people. Are the shifter internals still plastic and still made in Taiwan? How about a classy silver with metal internals? And Japanese workmanship and quality control is super superb.
Seems to me that the Apex group is pretty innovative since it replaces the need for a triple chainring. Kudos to SRAM for not just being functional but also cool to look at too. Anyone buying Apex isn’t in the market for electronic shifting anyway.
And lots of ppl don’t even WANT electronic shifting, in any case.
Even if all SRAM ever did was offer a strong alternative to Shimano (which they have), that’d be more than ‘innovative’ enough for me. =]
@ Rich & Len: I didn’t say that SRAM has to come up with electronic shifting, but they should put new products on the market rather than just change colours…what have they done recently Apex and Force 2010, that’s it…shimano put out a new Ultegra, new 105, 2200, Dura Ace Di2 + updated ‘sprint shifter’, now Ultegra Di2…red is now more than 3 years old and still has obvious faults (ie front derailleur etc)…how desperate SRAM is just hows this award they put out http://303cycling.com/Help-SRAM-Communicate-their-Stance-on-the-Electronic-Shifting-Trend…don't get me wrong I like SRAM and actually ride SRAM…but still, changing colours is nice but not enought to stay in the game
Cool, and sexy, and very very euro, but WHY APEX? What if I want white Force or Rival or even Red?
Whatever SRAM
I think white looks good in a show atmosphere, but I would never put it on my bike for the same reason I never put white tape on – it does not stay clean for long. I want to ride, not constantly clean my bike and I would every time there was a dirt smear on the pretty white surface, especially those brake hoods. These components remind me of a girl friend who was very pretty but extremely high maintenance.