You can also use norm package as it has a lot of nice features for the missing data analysis and there’s no need to use apply .
For Reference check the following example:
> m <- matrix(sample(c(NA, 1:2), 100, replace = TRUE), 2)
> d <- as.data.frame(m)
V1 V2 V3 V4 V5 V6 V7 V8 V9 V10
1 4 3 NA 3 7 6 6 10 6 5
2 9 8 9 5 10 NA 2 1 7 2
> d[is.na(d)] <- 0
> d
V1 V2 V3 V4 V5 V6 V7 V8 V9 V10
1 4 3 0 3 7 6 6 10 6 5
2 9 8 9 5 10 0 2 1 7 2
Comment for doubts. Cheers.