The idea was a pin, so people would be able to put them anywhere in their clothes, bags, etc.
The idea of an eaten apple came after a “Snow White cartoon” was published. Criticism is accepted but low-level joke is inappropriate for the occasion. Japanese economy has already been seriously affected by the quake and tsunami and now it has been followed by harmful rumours, which are affecting exports and even causing some businesses to bankruptcy.
The eaten apple is to convey the idea that if a product came to the market it was because it was screened and approved!