Background and Objectives Pulsed electric field (PEF) is a novel emerging technology which is believed to have the potential to substitute conventional thermal pasteurization (HTST). In the current study PEF was compared with HTST based on microbial inactivation and quality attributes. Materials and Methods Juice was prepared by extracting it from Semirum apples. They were chilled to 4°C over night. Then were divided into two lots, one was treated by PEF and the other by HTST. The treated juices were cultured on tryphtic soy broth (TSB) and results were recorded for 168 days. Quality changes were characterized by color and sensory test. Color changes were quantified using Hunter Lab equipment and equation. Sensory changes were evaluated by test panelists. Results: Using selective media E. Coli was enumerated, the total count of the organism was noticeably lower than PEF treated specimen and after 168. The count didn't reach the initial population. Whereas in PEF treated juice bacterial count bounced back to the initial count and exceeds. Results from Hunter Lab indicated a of 3.04 and 3.08 system for PEF and HTST treated juices. Sensory panel showed that PEF is superior to thermal treatment. Conclusion The study indicated HTST is more suitable based on food safety encounters. However PEF treated are closer to fresh juices based on quality factors. It can be concluded that PEF has the potential to become a suitable replacement to conventional process if improvements in design are applied.