Breeding and selecting new improved cultivars by exploiting natural genetic diversity is an essential route forward in ensuring sustained and sustainable apple production. There can be no doubt that breeders have an expanding set of tools at their disposal to achieve these goals with the advent of marker-assisted (and DNA-informed) breeding. This chapter discusses the promise of marker-assisted breeding in apple and presents the advances that have been made, particularly over the past two decades, in practical application of genetic markers to breeding programmes, current tools and the impacts of this technology. A case study of genetic marker application in the Washington State University apple breeding program is also described. The chapter suggests what the near future may hold for marker-assisted breeding in apple. The rapid increase in genomic data will present its own challenges in terms of managing decision-making, although the result is surely enhanced efficiency, accuracy and pace of new apple cultivar development.