Affectionately called "Mr. Radio Shack" by employees and vendors alike during his 34 years of working at one of the most successful consumer electronics stores, Appel began with Radio Shack in 1959. In 1966 he traveled to the Orient, the first of 75 such trips, to develop new business relationships for the company and its vendors. Throughout the years, Appel held virtually every merchandising position for Radio Shack. Appel was appointed president in 1984 and held other key positions within the company, including chairman of Radio Shack and senior vice president of its parent, Tandy Corp. After leaving Radio Shack in 1993, he formed Appel Associates, a consulting firm that provides companies with merchandising, marketing and distribution strategies, creative line development and domestic and international procurement. Within the industry, Appel often has been identified as the individual who has bought more consumer electronics than anyone else in the United States. In a comprehensive review of Tandy/Radio Shack appearing in its November 26, 1990 issue, Forbes magazine termed Appel as a "streetwise president" and "the best buyer of consumer electronics in the world". In recognition of his achievements throughout the business community and his support of education and philanthropic endeavors, he has received numerous awards.