We propose a sensitive and selective spectrofluorimetric method for the determination of flavonoids as expressed in 'quercetin equivalent' in apple juices. The method is based on the strong emission of the aluminium(III)-quercetin complex at 480 nm with excitation at 420 nm, and it is successfully applied for the determination of flavonoids in commercial apple juices and compared with results obtained in reference spectrophotometric determination. The flavonoid content in commercial apple juices was found to range from 5.53 to 15.55 mg/l quercetin equivalent. The very good agreement between the two methods indicates the suitability of the proposed spectrofluorimetric method for the precise and accurate determination of flavonoids. In addition, the total polyphenol content was determined spectrophotometrically using the Folin-Ciocalteu (FC) method and the antioxidative activity of the tested juices was tested in a DPPH assay and these values were correlated with each other. The obtained profiles of compounds with antioxidative ability lead us to conclude that fruit juice labels based only on fruit % might sometimes misinform consumers.