In 2023, China's fruit import and export volume is predicted to rise, with imports nearly doubling exports. However, apple exports, a significant contributor to China's fruit exports, are decreasing due to quality issues, high costs, and limited export scope. To counter this, suggestions include improving quality, reducing costs, and leveraging brand advantages. The article emphasizes the need for stronger apple export corporate brands and government support for these companies. It also suggests that the current low apple prices could benefit future exports and stresses the need to boost domestic and international apple sales to create a high-end market for China’s apple industry.