The self-thinning nature of the apple variety ‘WA 38’ was previously characterized in Washington State; the self-regulating abscission of early-stage fruitlets lasts up to 8 weeks after full bloom and can result in the natural drop of 80 to 90% of the original flowers. Several approaches can be pursued to increase the fruit set, but in the present study, the focus was centered on A) alleviating the competition between young fruitlets during the early weeks of fruit development to reduce the loss by natural abscission and B) increasing the number of flower buds the following year. The study was set up in a 2018 planting of ‘WA 38’/G.935 orchard without hail-nets trained to V-trellis-system (4,975 trees/ha) in Central Washington (USA). The treatment consisted of the deployment, at early king bloom, of 80% reflective white material (RM, Extenday®) in the orchard inter-rows. The hypothesis relied upon the fact that enhanced light (mainly diffuse) could increase leaf C assimilation to support and nourish a higher proportion of fruitlets and decrease the natural abscission. The RM treatments had three different durations: reflective cover removed one month after installation (“RM for 1 M”), two months after (“RM for 2 M”) and until harvest (“RM until harvest”). They were compared against untreated control (“No RM (CTRL)”) in a 2-year trial. RM treatments did not result in a significant positive impact on fruit retention, net photosynthetic rate, yield, or return bloom. Trees subjected to whole-season RM had altered canopy and soil microclimates with drier and warmer canopies and cooler soil with higher moisture compared to untreated control. In the second season, a greater proportion of large apples (264-339 g or 72-64 apples/40-lb-box) was graded in RM until harvest treatment, indicating a positive influence of the enhanced light treatment in C allocation to fruit.