In this study, the usability of crab apple as a natural food colorant for apple marmalade was investigated. Marmalades were stored at 9, 22, and 35 °C for 6 months and analyzed some physicochemical and biochemical parameters. Titratable acidity decreased with the increase of storage temperature and time in marmalades compared to the initial values. As the storage temperature and time increased, the lightness (L*), redness (a*), chroma (C*) values of the samples decreased, while the hue angle (h) and yellowness (b*) values increased. The increase in temperature and time during the storage period caused a significant decrease in total phenolic content, total monomeric anthocyanin, and antioxidant activity values. The degradation of anthocyanins during storage occurred according to first-order reaction kinetics. According to the results obtained, the addition of crab apple juice concentrate allowed the desired level of color to be formed in apple marmalade as well as a functional product.