The light makes color more brighter or more intense. In the morning the light changed very fast depending on how sun was in the sky: in or out of the clouds. The apple has so many aspects of texture and form depending on how light is illuminating it.
At 10:44 light changes dramatically sun is out of the clouds and makes it more brighter and all of it is illuminated and clear. In the rest a part is in shadow and the upper part is lit.