The objective of this study was to evaluate the antimicrobial effectiveness of cinnamaldehyde (CIN) and potassium sorbate (P.S.), alone and in combination, against Salmonella Typhimurium and Staphylococcus aureus in vitro and in apple jam. Antimicrobial activity in vitro was investigated by minimum inhibitory concentration (MIC) and minimum bactericidal concentration (MBC), time-kill assay and determination of fractional inhibitory concentration index. CIN MIC and MBC was 312 μg/mL. P.S. MIC and MBC were 2500 and 5000 μg/mL, respectively, against S. Typhimurium; and 10,000 and 20,000 μg/mL, respectively, against S. aureus. The compounds combined exhibited a synergistic effect (FIC < 0.5), inhibiting S. Typhimurium growth after 12 h and S. aureus after 24 h. The effect of CIN and P.S., at sub-inhibitory concentrations, against bacterial strains in apple jam was evaluated during storage. Physicochemical and sensory analyses were also performed. No cultivable S. Typhimurium or S. aureus cells were recovered in apple jam supplemented with CIN + P.S. on the third day of storage. The addition of CIN and P.S. did not affect the physicochemical properties and sensory evaluation showed a score above 7.0. CIN and P.S. association at sub-inhibitory concentrations was effective in controlling foodborne pathogens and improved the shelf life of apple jam.