Unroll crescent roll dough, and separate into triangles. Spread butter evenly over dough. Stir together sugar and cinnamon; sprinkle evenly over butter.
Wrap each apple quarter in 1 crescent roll dough triangle, and place in a lightly greased 13- x 9-inch baking dish. Pour apple juice concentrate evenly over rolls.
Bake at 350° for 45 minutes or until golden brown and bubbly.