The apple of Peru plant is an annual shrub growing up to 1 meter tall. It has spreading branches and egg-shaped, mid-green, toothed and waved leaves.
Flowers appear from June to October. They are bell-shaped and about 5 cm across. They are upward-facing and most commonly pale blue and white, but there are also forms with violet or white flowers. The flowers are short-lived and open only for a few hours each day (they open from 11 to 12 in the morning and close at 3 to 4 in the afternoon). Even though the apple of Peru plant blooms constantly, it only ever has one or two flowers in bloom each day.