The aim of this paper is to find out how Indonesian consumers assess attributes of cultivars, flavour, aroma, juiciness, freshness, texture, size, and appearance of local and imported fresh apples. A hedonic price approach was used to compare the prices of local and imported fresh apples. A survey among selected consumers was conducted in four cities, namely Malang, Surabaya, Yogyakarta and Bandung in Java Island, Indonesia. These cities were selected as they are the main marketing channels for local apples in Indonesia. Accidental sampling technique was used to select the participants who shopped at supermarkets, fruit stalls and traditional markets. Multiple linear regressions were used to analyse significant attributes of the hedonic pricing method. The results indicate attributes of local and imported apples positively affect their price, namely flavour, texture, size, appearance and place to buy (supermarket). Findings show attributes of cultivar and freshness affect positively hedonic price of local apples, while juiciness affects positively that of the imported apples.