What It Is
#ApplePicking documents the autumn tradition of visiting orchards to pick apples, transformed by Instagram into a full lifestyle aesthetic complete with outfits, photo ops, and apple-based food consumption.
The Instagram Transformation (2013-2018)
What grandparents did for groceries became a millennial photoshoot:
2012-2014: Families picking apples, making pies 2015-2017: Instagram aesthetic (flannel, baskets, golden hour) 2018-2020: Peak commercialization (cider donuts, hayrides, corn mazes) 2021-2023: Slight authenticity return, but still photogenic
The Perfect Apple Picking Post
Instagram formalized the visual language:
- Outfit: Flannel shirt, jeans, boots (or sundress + cardigan)
- Basket: Overflowing with apples (often picked from ground, not tree)
- Lighting: Golden hour glow
- Action shot: Reaching for apple on tree
- Group photo: Friends laughing in orchard rows
Orchard Business Model Shift
Farms adapted to Instagram culture:
Old model (pre-2010):
- Admission: Free or $2
- Revenue: Apple sales by the pound
- Visitors: Families stocking up for winter
New model (2015+):
- Admission: $15-30 per person
- Revenue: Experience > apples
- Add-ons: Cider donuts, pies, jams, photo ops
- Visitors: Instagram content creators
The Apple Picking Industrial Complex
September-October activities:
- Apple picking (duh)
- Hayrides ($5-10)
- Corn mazes ($10-15)
- Petting zoos ($5)
- Cider tastings ($8-15)
- Donut shops (fresh cider donuts $6/half dozen)
- Pumpkin patches (added to apple orchards)
- Live music / food trucks
Average family spend: $75-150 per visit (2020 data)
Regional Strongholds
Northeast: Birthplace of apple picking culture (NY, PA, NJ, CT, MA) Midwest: Strong tradition (Michigan, Wisconsin, Minnesota) Pacific Northwest: Growing scene (Washington state) South/Southwest: Limited (climate doesn’t support apple orchards)
The Apple Varieties Awakening
Instagram educated Americans about apple diversity:
Before 2010: Most people knew Red Delicious, Granny Smith, maybe Gala After 2015: Honeycrisp mania, varietals as personality traits
Top Instagram apples:
- Honeycrisp (premium, sweet, expensive)
- Gala (reliable, sweet, kid-friendly)
- Fuji (crisp, sweet-tart)
- Granny Smith (baking, tart)
- McIntosh (nostalgic, regional favorite)
The Honeycrisp Effect
Honeycrisp apples became the luxury status symbol:
- 2010: Niche regional favorite (Minnesota)
- 2015: National obsession
- 2020: $3-5/pound (double other varieties)
- Cultural cachet: “I only eat Honeycrisp” became a personality trait
What People Actually Do With the Apples
Claimed uses:
- Apple pie
- Applesauce
- Apple butter
- Apple crisp
Reality:
- Eat 2-3 apples
- Take photos with the rest
- Let them rot in fridge
- Compost in December
Pandemic Boost (2020-2021)
COVID-19 supercharged apple picking:
- Outdoor activity: COVID-safe entertainment
- Record attendance: 2020-2021 best years for many orchards
- Reservations: Timed entry, capacity limits
- Pricing power: Orchards raised admission 20-30%
The Backlash
By 2019, criticism emerged:
- Performative fall: Going for photos, not apples
- Expensive: $50+ for a family to pick apples you could buy for $15
- Overcrowded: Instagram ruined the peaceful orchard experience
- Waste: People picking apples they won’t eat
Cider Donut Obsession
The real star of apple picking isn’t apples:
- Cider donuts: Fresh, warm, cinnamon-sugar coated
- Lines: 30+ minute waits at popular orchards
- Price: $6-8 for half dozen
- Instagram: More posts of donuts than apples
- Verdict: Actually worth the hype