In large saucepot, combine cinnamon sticks, apple cider, cranberry juice, brown sugar, orange zest, allspice, cloves and nutmeg. Heat to boiling over high heat, stirring occasionally. Reduce heat to medium-low and simmer 20 minutes, stirring occasionally.
Remove and discard cinnamon sticks. Stir in rum, if desired. Ladle cider into mugs or hollowed-out apples and garnish with cinnamon sticks.
Percent Daily Values are based on a 2,000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.