In this research, the effect of different temperature, time and activated carbon doses on hydroxymethylfurfural (HMF) level on apple juice concentrate was examined. Changing in total phenolic content, oBrix, pH, titratable acidity, electrical conductivity, total invert sugar, reflectance color (L*, a*, b*, h, C*), spectrophotometric color, clearness, viscosity and mineral content were also determined. The values of HMF in the apple juice samples decreased with increasing activated carbon doses and application time. However, the application time of activated carbon had no significant effect on HMF content. While the application temperature of activated carbon had no significant effect on HMF, it had a highly important effect on total phenolic content (P < 0.05). Total phenolic content in the apple juice decreased significantly with increasing doses, application time and temperature of activated carbon (P < 0.05). Transmittances at 440 nm of apple juice were increased by activated carbon applications with increasing doses and application time at all temperatures. Parallel to increase in the activated carbon doses and application time, hue (h) values of all apple juice decreased at all temperatures. © 2009 Wiley Periodicals, Inc.