Remove the kale from the stems, then wash, dry, and rip or cut it into small pieces.
Add the kale to a bowl with a pinch of salt and 1 tablespoon olive oil, and massage with your hands for about 5 minutes. This breaks down the bitterness and softens the leaves.
Toast the pepitas (this step is optional) in a dry skillet over medium heat, shaking the pan often, until they puff and start to pop, about 3 to 4 minutes. Transfer to a plate to cool.
Make the dressing: add the apple cider vinegar, maple syrup, Dijon, olive oil, salt, and pepper to a jar. Seal and shake until creamy and combined.
Pour about two-thirds of the dressing over the kale and toss until every leaf is coated.
Cut the apple into thin matchsticks and add to the bowl.
Crumble the goat cheese over the top, keeping it cold until the last minute so it crumbles cleanly. Sprinkle with the toasted pepitas.
Drizzle with the remaining dressing and serve.