Perhaps more than any other modern apple, Pink Lady® epitomizes the trend towards product marketing and branding in the sale of apples. Pink Lady® was one of the first apples to be marketed under a specific brand name rather than by its variety name.

Pink Lady® requires a very long growing period and a hot climate, and hence is only grown in the warmer apple-growing regions of South Africa, USA, southern Europe - and of course Australia. Strong sunlight in autumn is vital for the pink coloration to develop and growers may remove the top-most leaves of the trees to allow light to penetrate. Pink Lady® is a moderately vigorous tree and hangs on to its leaves well into winter. It also shares a characteristic found in some other apple varieties in that the quality of fruit in the early years of the tree is not good. These horticultural difficulties meant that Pink Lady® was initially unpopular with growers - until they realized the premium prices they could get for this unique pink apple.