Looks like magnesium deficiency to me, we've got the same problem in places. Apply seaweed, or
The Fruit Tree Handbook (highly recommended!) suggests Epsom salts as a foliar spray at a dilution of 20g per litre. Haven;t got around to doing anything about ours yet, must make time tomorrow...
If it was fireblight the shoots and branches would be shrivelled and blackened, like they'd been burned by fire.
HTH.