Apple juice makes little bit blunt tasting cider, I have access to press (Moštárna) - so I make it from my own apples.
Juice has about 13° Bx (13% of sugar) and all yeasts are able to ferment it dry! I don't care so my cider is always dry - I let it in carboy for about week to two weeks for primary, then I put it in bottles at about 1-1,5° Bx for secondary fermentation/ageing.
For sweeter cider you have to stabilise it. I never done it so can't help. Also you can add herbs, fruit to make it more interesting.