Consumer-sensory methods based on check-all-that-apply (CATA) for texture and flavour terms and conceptual descriptors offer alternatives for characterising eating quality. In this study, ‘Red Delicious’, ‘Gala’ and ‘Scilate’ apples (Malus domestica Borkh.), which were of comparable instrumental firmness, and similar in crispness and apple flavour, evoked profoundly different consumer responses. Mean liking scores from 122 consumers were 7.1 (∼like moderately), 5.8 (∼like slightly), and 5.1 (∼neither like nor dislike) for ‘Scilate’, ‘Gala’, and ‘Red Delicious’ respectively, and cluster analysis indicated three consumer-segments: one that preferred ‘Scilate’ over the other cultivars (62 % of consumers), another that liked ‘Scilate’ and ‘Gala’ equally over ‘Red Delicious’ (26 %), and a small third segment that liked ‘Red Delicious’ and ‘Gala’ equally over ‘Scilate’ (12 %). In the associated experimental auction, consumers were provided with $US3, and the mean bids for ‘Scilate’, ‘Gala’, and ‘Red Delicious’ reflected the pattern of consumer liking at $US1.72, $US0.79, and $US0.52, respectively. Correspondence analysis plots of CATA data indicated that ‘Scilate’ was associated with sensory descriptors sweet, fruity, tropical and pear flavours and positive conceptual descriptors including exciting, complex, unique, premium, yummy, intense, and powerful. ‘Gala’ and ‘Red Delicious’ were associated with sensory descriptors including old, mealy, bland, green-grassy and sour-acidic and negative conceptual descriptors dissatisfied, inferior, boring, disappointing, and uninspiring. A best-worst scaling methodology was used to elicit consumers’ priorities regarding the aspects of apple quality and production sustainability. Despite the profound differences in eating quality uncovered in the hedonic and CATA tasks, the statement ‘tastes like the best apple eaten today’ was assessed as being only 23 % as important as the statement ‘grown in a way that is sustainable and does not harm the environment’ in consumer choices. This notable outcome was contradicted in a matching online study changing the eating quality statement ‘tastes like the best apple eaten today’ to ‘Crisp, juicy and sweet’ (the attributes most frequently identified in the sensory CATA). This suggests that trade-offs between eating quality and sustainability are subject to context effects associated with whether taste is an experienced or imagined factor. There is an urgent need to better understand how consumers’ needs for sustainability in the food production system might alter what is acceptable in terms of eating quality.