The Ukrainian apple market is experiencing significant volatility, with prices dropping to the point where cultivation is not profitable and rising to surpass the prices of foreign fruits, encouraging the planting of new orchards and the investment in modern technologies. The market's fluctuations are largely driven by export demand and prices, as seen this marketing year which set new records for volume at record lows and prices at record highs due to increased demand for industrial raw materials and active trading by exporters aware of the lower than usual harvest. Domestic retailers are paying competitive prices for high-quality Ukrainian apples, leading to intense competition for these apples both domestically and internationally.