Reflected light carries ample information about biochemical composition, tissue architecture, and physiological condition of plants. Recent technical progress brought about affordable imaging hyperspectrometers (IH) providing spatially resolved spectral data on plants. The extraction of sensible information from hyperspectral reflectance images is difficult due to inherent complexity of plant tissue and canopy optics, especially when recorded by IH under ambient sunlight. We aimed at obtaining a deeper insight into plant optics as perceived by IH since there is a high demand for algorithms for fruit harvesting and grading systems equipped with computer vision and robotic systems capable of working in orchard. We report on the characteristic changes in hyperspectral reflectance accompanying the accumulation of anthocyanins in healthy fruit, pigment breakdown during sunscald and phytopathogen attacks. The measurements made outdoors with a snapshot IH were compared with traditional “point” reflectance measured with a conventional spectrophotometer under controlled illumination conditions. Most of the spectral features and patterns of plant reflectance were evident in the IH-derived reflectance images. As a step forward, a novel index for highlighting tissue damages on the background of the anthocyanin absorption, BRI-M = (1/Rorange – 1/Rred + 1/RNIR), is suggested. Difficulties of the interpretation of fruit hyperspectral reflectance images recorded in situ are discussed with possible implications for plant physiology and precision horticulture practices.