A thermal control apparatus and method are disclosed. The method includes: obtaining terminal status information of a terminal, where the terminal status information includes at least a terminal temperature parameter; obtaining environment status information and/or user status information, where the environment status information includes at least an environment temperature parameter and/or an environment humidity parameter, and the user status information includes at least one of a user body temperature parameter, a user electrocardiogram parameter, a user electroencephalogram parameter, or a user skin resistance parameter; and determining and executing a thermal control policy according to the terminal status information and either of or both of the environment status information and the user status information.