Apex is a racing game with one twist: the player owns a car factory and uses one of its prototypes for racing, not one of the licensed models. However, the prototype can't be designed individually - the player has to choose between between three designs per build. These differ in speed, brakes and acceleration. To keep with the theme, the player races to improve the sales figures, which serve the same purpose as ranking points in other action racers. High enough sales unlock new prototypes and car classes (roadster, speedsters, supercars and dreamcars). The game features 50 courses, various race categories and sometimes special challenges to solve.