Apple tree peeling and dying 😞pic inside

Any idea what is killing my apple tree and can I save it? Was fine in the fall. Any help thank you

At first glance, I'm thinking fire blight.

The big gash looks like cicada damage to me.

I don't know where you are in the world. However, in my garden damage like is primarily cased by squirrels.

Personally I would cut that whole limb back. The tree will put out new stems which you can prune/train in to replace the damaged one.