Not much is known about the Apex Doll company. Most of the dolls I've seen were 1950's era. The dolls were sold at McCrory dime stores and might have been a McCrory's exclusive doll brand.
Apex My Favorite Doll. Here is a very nice, vintage doll with her own box and wearing her original outfit. She is in minty condition. The box has some shelf wear, but the doll is perfect. This doll was made by Apex and she's called MY FAVORITE DOLL.
She has sparkly blue eyes, bright blonde hair, perfect face paint, all original outfit including cute red vinyl shoes and silk stockings. There is a small tag stapled to the front of her dress which says, McCrory's $3.99 -- so that's a cute bit of information. This doll was sold at a McCrory's Department store in the 1950's for a price of $3.99.
Her dress has a blue taffeta underskirt with a sheer overlay with flocked red cherries. This is a big doll too, she's 22 inches long. Perfect condition and very pretty.