We set out to investigate the insights general practitioners (GPs) have into the early signs and symptoms of Alzheimer’s disease (AD), factors that may be responsible for the late diagnosis, as well as their recommendations for early diagnosis of AD. This was a semi-structured, qualitative and audio-recorded interview of seven GPs, from five GP surgeries in Milton Keynes and Luton, using the framework analysis. GPs reported challenges with the current patient’s consultation time, a lack of continuity of care, inadequate training, limited support for patients after diagnosis, and poor treatment of the UK’s aging population. The study highlights important changes that would facilitate the earlier diagnosis of AD.