[3] The protagonist of the book is an unnamed African-American "nomenclature consultant" who has had recent success in branding and selling Apex bandages, which come in multiple colors to better match a broad array of skin tones.

"[10] The San Francisco Chronicle gave the novel a mixed review, commenting, "It's pure joy to read writing like this, but watching Whitehead sketch out a minor character's essence with one stroke, while breathtaking, makes one wish the same treatment was afforded the people who ostensibly inhabit the novel's complex ideas.

"[6] American trade news magazine Publishers Weekly reacted negatively to the book, writing, "Whitehead disappoints in this intriguingly conceived but static tale of a small town with an identity crisis.

"[11] Erin Aubry Kaplan of the Los Angeles Times noted, "too often, [Whitehead] can't resist the temptation of irony, and his big ideas are sometimes overwhelmed by one wink-wink or metaphor too many.

"[14] The New York Observer was critical of the book but noted, "readers not looking for direct emotional access to the characters may find it gratifying to solve the intellectual puzzle set here by Colson Whitehead.

"[15] Scott Esposito of webzine PopMatters gave the novel mixed comments, writing, "it is no surprise that Apex Hides the Hurt, Whitehead's third novel, is packed with a number of allegorical elements blended into a multi-layered structure.

Club complimented the book, writing, "perhaps taking his cues from his protagonist's profession, Whitehead keeps his prose as streamlined as it comes, and he uses it to craft a satiric novel in tune with a moment where marketing overshadows content and even the lowliest blogger thinks in branding terms.