Preheat oven to 325. Grease and flour a 9x5 inch loaf pan.
In medium mixing bowl stir together oil and sugar. Mix in egg. Add vanilla and baking soda, and cinnamon. Mix well. Fold in apples. Stif in flour in three additions. Batter will be thick. Stir in nuts and chocolate chips if using.
Spoon batter into loaf pan. Level with the back of a spoon. Bake 45 to 55 min. If making muffins bake for 25-30 mins. cool and remove from pan.