Usually store bought apple juice is around 1.05 to 1.06 out of the bottle. If you add concentrate or sugar the SG will go up. Like JPNJPN said it depends on what you want the finished product to be. Sweet, dry or somewhere in between. Seems like with cider it's whatever floats your boat. I prefer my OG to be around 1.06 and my FG to be around 1.005 and then back-sweeten.