The function of acid-activated sepiolite clay was evaluated for use in the clarification of apple juice. Optimizing the clarification process was done using response surface methodology (RSM) considering juice turbidity as a response. The efficiency of sepiolite in terms of clarification was compared to that of bentonite and a combination of these fining agents with gelatin and silica gel at optimal conditions. The conditions of 0.05% clay concentration at a temperature of 50°C for 7 h were deemed optimal in terms of juice clarification. The present results showed that treatment of sepiolite-gelatin-silica gel was the most active fining agent with 99.7% reduction in apple-juice turbidity. The rate of turbidity, the viscosity, the total phenolic contents and the colour changes were fitted to first-, zero-, first- and zero-order kinetic models, respectively.