An apparatus for counting textile cords in a tire reinforcement belt by cutting the reinforcement belt into a plurality of belt units and successively measuring the number of textile cords in each belt unit is provided. The apparatus includes a feed roller having wound therearound a reinforcement belt on which textile cords are arranged along a longitudinal direction of the reinforcement belt; one or more take-up rollers configured to collect the reinforcement belt from the feed roller; a plurality of guide rollers interposed between the take-up rollers and configured to support a top surface or a bottom surface of the reinforcement belt; one or more light sources, each configured to emit a line of light onto a surface of the reinforcement belt that is passing around the guide rollers; and one or more image sensors configured to capture images reflected off the surface of the reinforcement belt.