I've planted a number of whips from other nurseries over the years. I always top those about 10" -12" down on a 4' to 5' whip. Topping forces the tree to start pushing laterals for more leaf surface/photosynthesis needs. That's always worked for me - and I got that advice from a couple commercial orchard owners. I wasn't born with apple tree knowledge!!!
As new baby lateral buds begin to form on the central leader, it's easy to train the crotch angles of those newly-forming lateral branches by placing spring-type clothes pins directly above those baby laterals - right against them. That will force growth to be about 90 degrees out from the leader (trunk), which makes a much stronger crotch angle for holding future fruit loads. Keep doing that up the trunk as the tree grows, for as high as you wish, depending on how tall your tree will get. After a year or 2, I remove the clothes pins, moving them higher on newer lateral buds as needed.
As RGrizzzz said above, I too prune off the lower laterals, so the lowest branches are 6' above ground or higher to limit deer damage. I prune off a lower limb or 2 each year as the tree grows, leaving plenty of limbs/canopy for photosynthesis feeding of the trees. Can't be in a rush, or the tree might croak!