The firmness of fruit is one of the most important quality factors and is highly correlated to the elastic modulus. In this study, the ultrasonic transmission method was applied to evaluate the elastic modulus of the apple. In order to transmit and receive the ultrasonic wave through the whole apple, the ultrasonic measurement setup consisted of ultrasonic pulser, two specially fabricated ultrasonic transducers for fruit and digital storage oscilloscope. Ultrasonic parameters such as ultrasonic wave velocity, apparent attenuation, and peak frequencies were analyzed. The elastic modulus of apple was measured by using compression test apparatus. The correlations between ultrasonic parameters and elastic modulus were analyzed. A multiple linear regression model describing the relationship between elastic modulus and ultrasonic parameters was proposed.