Once fermented, remove the dough from the bowl and roll out into a rectangle with about 1/4" thickness.
Spread 1/2 cup of softened butter with your hands over the rectangle of dough. Use finesse, not force and spread it as evenly as possible.
If you want a little extra sweetness, sprinkle 1/2 cup of coconut sugar over the buttered dough. This will give the rolls a slightly caramel flavor.
Spread the spiced, shredded apples over the rectangle of buttered and sugared dough as evenly as possible.
Roll up the cinnamon rolls from the horizontally, creaing a long log. Tuck the ends to keep the apples inside the roll. Use scissors or dental floss to cut the rolls into 8 equal portions.*
Remove each cinnamon roll to a parchment lined rimmed baking sheet (jelly roll plan). Cover with parchment paper and a thin kitchen towel to allow to rise until doubled in size.
Bake at 350°F/176°C for 30-40 minutes or until browned and you can smell the rolls. Serve hot topped with butter or make the glaze and top with that.