Which brings up one of my issues with the pumpkin spice thing. People talk like it's pumpkin, but its the spices you use to hide the flavor of pumpkin, not the flavor of pumpkin itself. Pumpkin tastes terrible and is only edible if seasoned with spices that hide the taste. So, yeah, apple is far superior. I've had pumpkin pie one time in my life and my reaction was who the hell would eat this unless they were starving?
If the craze was for spiced apple (cinnamon, sugar, maybe some nutmeg), I would understand it more.