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The charity is set up to preserve the outstanding natural beauty and wilderness heritage of the Applecross peninsula for the public benefit, and manage it in a sustainable, progressive manner. The trust does this through working to maintain the unique and historic character of the estate, which includes extensive renovation of properties and conservation of buildings and dykes. The trust is determined to consider the environment and the protection of native species while carrying out its work across the Applecross Estate. This includes managing fish stocks in the streams and rivers, deer management, and ensuring that sustainable practices are used across the board. There are 26,000 hectares of land to be managed on the Applecross Estate. Access and appreciation of the estate is facilitated and encouraged by providing accommodation to the local community and the general public.