Are you talking about supplying the organization name and identifier when you create a new project? If so, you can put whatever name you want as the organization as long as it's unique. Going with Apple as an organization name would be a bad idea. If you're working solo, you can use your name as the organization name and something like com.yourfirstandlastname as the organization identifier.
The organization identifier is a way to uniquely identify yourself and your apps. It doesn't require you to have a website. The organization name is the name that appears in the copyright notice in the source code files Xcode creates.