The kinetics of non-enzymatic browning in apple juice concentrates were investigated. The effect of a w (in the range of 0.74–0.99) and/or reactant concentration on brown pigment formation was monitored under isothermal heat treatment at four temperatures (60, 70, 80 and 90 °C) in apple juice solutions having either the same or different concentrations of reactant solutes. The extent of the Maillard reaction was evaluated by spectrophotometric measurements at 420 nm ( A 420). The absorbance–time curves were fitted to five different kinetic models (zero and first order, weibull, logistic and the parabolic model) and estimates of browning rate constants and other model parameters were obtained. Regression analysis revealed that the logistic model was the most appropriate for describing browning in apple juice. The initial reactant concentration, but not water activity, had a significant effect on the colour change of apple juice. The processing temperature also had a strong impact on browning kinetics. Secondary models, expressing the dependence of the best fitted primary model parameters on temperature and a w, were further developed and validated by comparing the predicted model parameters with the values observed in independent isothermal experiments. Finally, the derived model was further evaluated against the observed browning responses of apple juice under dynamic heating conditions, underlining the applicability of the developed model as a practical prediction tool for the study of non-enzymatic browning.