In a medium bowl, combine the lukewarm milk, 25g of the granulated sugar, and the active dry yeast. Stir together and leave for 10-15 minutes until foamy. In the bowl of a stand mixer fitted with the dough hook, briefly mix the flour, kosher salt, and remaining granulated sugar. Add the foamy milk mixture and the eggs to the dry ingredients, and mix on low for 2-3 minutes. Increase the speed to medium, then mix for another 5 minutes. Add 7 tbsp of unsalted butter one piece at a time, waiting until each piece is incorporated before adding the next. Continue mixing for 7-10 minutes, until the dough is smooth and soft. Shape into a ball, place in a bowl, cover with plastic wrap, and refrigerate for at least 2 hours or up to overnight, until doubled in size. Alternatively, let it rise in a warm place until doubled, 45 minutes to an hour.

Melt 2 tbsp unsalted butter in a large skillet over medium heat. Add the diced apples, granulated sugar, ground cinnamon, and kosher salt. Cook, stirring often, until the apples are tender, about 3-5 minutes. Sprinkle in the corn starch and mix well to incorporate. Continue to cook until the mixture has thickened and the apples are well coated. Transfer to an airtight container and chill until ready to use.

Preheat the oven to 350°F (180°C). Line a small sheet pan with parchment paper and spread out the pecan halves. Toast the pecans in the oven for about 10 minutes, shaking occasionally, until lightly browned and fragrant. Transfer the toasted pecans to an airtight container and store at room temperature until ready to use. I like to check one by snapping it open to ensure it’s toasted all the way through.

In a small bowl, combine 7/8 cup unsalted butter (room temperature), brown sugar, ground cinnamon, and kosher salt. Mix well until smooth and evenly blended.

Grease a 9x13-inch baking dish or line with parchment paper. Transfer the risen dough from Step 1 to a lightly floured surface and roll into a rectangle approximately 24" x 16" (60 x 40 cm), squaring the edges as you go. Evenly spread the cinnamon sugar butter from Step 4 over the dough. Next, spread the cooled apple filling from Step 2 on top. Roughly chop the toasted pecans from Step 3 and sprinkle them evenly over the apple filling. Starting from a long side, roll the dough up tightly into a spiral. Cut the log in half and place both halves side by side on a parchment-lined sheet pan. Cover with plastic wrap and freeze for 20 minutes to help with neater slicing (optional but recommended). Remove from the freezer and slice each log into 6 equal pieces. Arrange the slices in the prepared baking dish, spacing them evenly.

Lightly cover the baking dish with plastic wrap and let the rolls rise for 45 minutes to an hour, or until puffy and a small indentation remains when gently poked. Meanwhile, preheat the oven to 350°F (180°C). Bake the rolls for 35-40 minutes, or until deeply golden brown. Remove from the oven and allow to cool for about 15 minutes before icing.

In the bowl of a stand mixer fitted with the paddle, beat the unsalted butter and cream cheese together on medium speed until smooth and fluffy. Add the sifted powdered sugar, heavy cream, and kosher salt, whipping until light and creamy. I like to spread the frosting onto the cinnamon rolls while they're still slightly warm so it melts a bit into all the nooks and crannies. Store leftover rolls in an airtight container at room temperature, and rewarm before serving.