The Orange Prize for Fiction may prove a valuable windfall for Apple: reports

The Orange Prize for Fiction may remain a source of fruitful associations for its sponsors, though it seems that Orange may be replaced by computer giant Apple.

According to reports, "a number of interested parties" are in touch with the prize organisers about signing on as sponsor of one of the most prestigious properties in the UK arts world. Apple is rumoured to be among the potential replacements for Orange.

The Orange Prize for Fiction was set up in 1996 to celebrate and promote fiction written by women throughout the world to the widest range of readers possible. The Orange Prize is awarded to the best novel of the year written in English by a woman.

Orange announced in late May that they were realigning their sponsorship portfolio. In a statement, Orange said that it had "chosen to position film as central to its brand focus for next year, and reaffirmed its commitment to the sector, signing sponsorship partners including BAFTA. Orange is also reviewing additional opportunities designed to enhance its offering in film …"

"As a result of the new focus", the statement continued, "2012 marks the final year for several of Orange's UK longstanding partnerships as the brand continues the evolution of its UK sponsorship programme. This includes, Women's Prize for Fiction, which it has partnered with for 17 highly successful years and has been one of the most acclaimed arts sponsorships in the UK".

American author Madeline Miller (above) won the 2012 Orange Prize for Fiction recently with her debut novel The Song of Achilles (Bloomsbury).

At an awards ceremony at the Royal Festival Hall, Southbank Centre, London - hosted by Orange Prize for Fiction Co-Founder and Honorary Director, Kate Mosse - the 2012 Chair of Judges, Joanna Trollope, presented the author with the £30,000 prize and the 'Bessie', a limited edition bronze figurine. Both are anonymously endowed.

Previous winners of the Orange Prize are Téa Obreht for The Tiger's Wife (2011), Barbara Kingsolver for The Lacuna (2010), Marilynne Robinson for Home (2009), Rose Tremain for The Road Home (2008), Chimamanda Ngozi Adichie for Half of a Yellow Sun (2007), Zadie Smith for On Beauty (2006), Lionel Shriver for We Need to Talk About Kevin (2005), Andrea Levy for Small Island (2004), Valerie Martin for Property (2003), Ann Patchett for Bel Canto (2002), Kate Grenville for The Idea of Perfection (2001), Linda Grant for When I Lived in Modern Times (2000), Suzanne Berne for A Crime in the Neighbourhood (1999), Carol Shields for Larry's Party (1998), Anne Michaels for Fugitive Pieces (1997) and Helen Dunmore for A Spell of Winter (1996).