In a method and apparatus for guiding a cable core as it is wound onto a reel, a pair of opposed guide pulleys, which are driven reciprocally parallel to the rotation axis of the reel, are mounted for free translational motion in a direction perpendicular to the direction of reciprocal motion, for free pivotal motion about a pivotal axis parallel to the direction of reciprocal motion, and for free pivotal motion about a pivotal axis perpendicular to the direction of reciprocal motion. This mounting arrangement permits the guide pulleys to assume a position and orientation which minimizes bending of the cable core as it passes between the pulleys, reducing flattening of the cable core during the reeling operation.