Apex Hides the Hurt is a 2006 novel by American author Colson Whitehead. The novel follows an unnamed nomenclature consultant who specializes in creating memorable names for new consumer products. He is asked to visit the town of Winthrop, which is considering changing its name. During his visit, the main character is introduced to several citizens attempting to persuade him in favor of their preferred name for the town. The novel has received mostly positive reviews from critics, with few negative comments. In a positive review for American magazine Entertainment Weekly, Jennifer Reese called the book "a blurry satire of American commercialism", adding, "it may not mark the apex of Colson Whitehead's career, but it brims with the author's spiky humor and intelligence." The book was included among The New York Times 100 Most Notable Books of the Year for 2006.