Fruit quality attributes such as colour, firmness, crispness, juiciness and flavour are the primary factors that drive consumers choice when purchasing apples. Many of these characteristics are inherent with the genetics of the cultivar. However, several pre-harvest factors can be managed horticulturally by manipulating various aspects in the orchard, such as the tree canopy, or altering tree nutrition and irrigation management. Specific fruit quality attributes can be either improved by the application of plant bioregulators to minimize losses at harvest, but also are strongly influenced by environmental conditions in the orchard, especially light and temperature. This chapter will explore how pre-harvest management in the orchard can be optimized to improve fruit size, colour, and shape, and minimize defects caused by cracking or russet. Future innovations will also be discussed in the context of fruit quality and orchard sustainability.