Apparatus for storing and feeding electronic components to a component inserting machine comprising a plurality of component storing and feeding units having a pair of slanted, upper and lower guiderails for movably supporting stick-magazine holders, the lower guide rail having a component discharge opening with a raceway extending downwardly toward the inserting machine. A stick-magazine holder on the slanted guiderails moves therealong, under a first stick magazine, abuts against an abutment on the lower guiderail, is aligned with the discharge opening and the first stick magazine is released toward the raceway. A pusher pushes the first stick magazine upward away from the abutment and permits the holder to advance by one step so that a second stick magazine in the holder is brought to abut against the abutment. Upon completion of component release from the last stick magazine in that holder and shifting of the last stick magazine, the holder is released and moves down the guiderail, permitting a subsequent stick-magazine holder to move into the component storage and release section.