Consumers increasingly address their attention to healthy fruits produced under organic agricultural managements. However, such produce may be less appealing in appearance influencing the purchase decisions of consumers. This research had the purpose to determine on three Italian local apple cultivars (Casciana, Rosa, Ruggine) the sensory appreciation of fruit through experiments conducted with blind (BC) and sighted (SC) consumers. The appreciation of apples differed between consumers with different visual ability. This aspect mainly concerned cvs Casciana and Rosa with contrasting fruit appearance traits. The BCs were inclined to better evaluate Casciana apples characterised by less attractive fruits. Conversely, the visual factor could have influenced the SCs’ judgment, as they appreciated Rosa more by the best outer traits of fruits. Intriguing responses were obtained when SCs were blindfolded.