An apparatus and a method for automatically connecting devices according to user's preference are disclosed. The apparatus includes a service selection condition setting unit for converting service selection condition according to user's preference to service selection condition data; a service selection condition storing unit for storing the service selection condition data; a service discovery unit for collecting a service discovery data from service providing devices according to a service discovery request, and connecting devices automatically according to service selection data; and a service matching unit for selecting a service to be connected based on the service selection condition data extracted from the service selection condition storing unit in response to a service selection request from the service discovery unit, and for generating and transferring to the service discovery unit the service selection data indicating the selected service.