Provided are a pilot signal transmission method and apparatus, and a transmitting terminal. The method includes: setting a first pilot signal, a second pilot signal, and a third pilot signal on a same subcarrier; and transmitting the first pilot signal, the second pilot signal, and the third pilot signal respectively on three continuous symbols on the same subcarrier. The first pilot signal, the second pilot signal, and the third pilot signal are all nonzero data, a phase difference between the first pilot signal and the second pilot signal is 90 degrees, a phase difference between the third pilot signal and the second pilot signal is 90 degrees, and a phase difference between the first pilot signal and the third pilot signal is 180 degrees.