This research was conducted to understand changes of physicochemical properties of fruits of three apple cultivars as influenced by stage of maturity and packaging types over storage period of three weeks. The research was designed to replicate practices by the producers and along the value chains and to assess the fruit quality under the conditions of the major markets in the region. All the measured physicochemical parameters significantly varied with the cultivars, maturity stage at harvest and packaging types. Higher firmness was recorded for the samples harvested about two weeks before the optimal maturity, usually practiced by significant number of producers to gain market advantage. Lower total soluble solids corresponded to the early harvested samples regardless of cultivars and packaging types. The firmness was observed decreasing over the storage periods whereas the total soluble solids increased, which is associated to improving sensorial quality for the early harvested cultivars as the soluble solids are mainly sugars. The early harvesting resulted in fruits of inferior desirability including extreme hardness, firmness and low total soluble solids that may have high sourness and less sweet taste. Awareness creation for the producers on the quality and advantages of harvesting their produces at optimal maturity and practicing good postharvest management is required.