Pretty much any brand will do. Now how long they'll last before going bad depends on the quality of the media. Personally, I've had no problem w/ Memorex and FujiFilm DVD+R, which are made by Ricoh.
Apple branded Media = Other brands w/ Apple logo and nice slim jewel cases. Last time I checked (4x DVD-R), Apple was using Memorex, which are made by Ricoh.
The real question is you need to figure out who really makes the blanks. Most blank DVDs are just rebadge with that compainies name and logo. So apple are over priced. If you want the same DVDs just figure out where apple gets them from and then find another cheaper manfactor that gets them from the same place