I am not an expert. However, i did a google search of apple tree damage, clicked on More images for apple tree damage. Maybe it's apple tree borrer?
Picture of similar appearing damage to apple tree at
http://utahpests.usu.edu/IPM/htm/fruits/fruit-images/fruit-tree-insects/id=507/gid=530# Which did not want to paste here. I'd have given credit!
Discovering the Apple Borer with Michael Phillips
borrer digging video using a wire, as mentioned in above video.
http://waldenheightsnursery.com/videos
Additional links for alternate aflictions in fruit trees...
Diagnostic Keys to Major Tree Fruit Diseases in the Mid-Atlantic Region
http://www.caf.wvu.edu/kearneysville/wvufarm6.html
Apple Fruit Insect Image Directory
http://www.caf.wvu.edu/kearneysville/pest_descriptions/visualkey/awoodviskey.htm
I hope some of this helps.