Disclosed is an electronic flashlight apparatus attachable to camera and having a flashlight illuminating direction variable under electrical control. The flashlight apparatus includes a flashlight projection unit including a flashlight source and a reflecting optical system adapted for reflecting a portion of a flashlight from the source, a direction converting unit supporting the projection unit and adapted for changing the projection position of the projection unit between a normal position of projecting the flashlight from the source towards an object and a special projection position of projecting the flashlight in a direction different from the projection direction by the normal position, a driving unit for driving the direction converting unit, a control unit for electrically controlling the driving unit, and a housing of the flashlight apparatus accommodating at least the projection unit and the direction converting unit.