I wonder if it's the fate of any breed to eventually be bred for looks instead of taste. If you see two apples (or any other fruit or vegetable) of the same name, aren't you more likely to pick the tastier looking one? You can't taste them in the shop, but you can compare by looks. So eventually, that's what they end up being bred for.
I'd expect the only way to protect an apple from that fate, would be to trademark the name, and the rightsholder only licenses the name to apples from cultivars that breed for taste and don't sacrifice taste for looks.
This might be a case where IP rights might be used for good.