In a component insertion apparatus, there are provided a component insertion apparatus and a component insertion method capable of realizing productivity improvement by simplifying apparatus construction, downsizing the apparatus and further reducing the time required for component insertion. In a component insertion head (61), by grasping of a device portion (2) of a component (1) by a device chuck (62), a lead wire (3) is stretched on a fulcrum given by a grasping position of the lead wire (3) by a transfer chuck (47) so that the device portion comes to be placed at a component insertion position, by which correction of insertion posture of the component is performed, and the lead wire of the component that has been corrected in its insertion posture is inserted into an insertion hole (6a) of a board (6).