The rheological behavior of apple jam samples which were added native starch and cross-linked acetylated starch was studied respectively, in order to understand the effect of cross-linked acetylated starch and native starch on jam characteristics. The steady-state rheological behavior of jam was described adequately by the Herschel-Buckley (HB) model. The dynamic oscillatory test indicated that the sample which was added cross-linked acetylated starch and not added any gelling agents exhibited a viscoelastic behavior, but the sample which was added native starch exhibited a liquid behavior. The spreadability of apple jam added cross-linked acetylated starch was best and the overall acceptability was highest. Microstructure of apple jam was found to be composed of network and showed that the network was stronger by adding cross-linked acetylated starch, while weaker by adding native starch.