A shift control apparatus is arranged to effect a shift in an automatic transmission by changeover of friction elements to be engaged with disengagement of a disengagement-side friction element and engagement of an engagement-side friction element. A shift controller is configured to detect an end of a loss stroke in the engagement-side friction element, and performs an operation to decrease the disengagement-side working oil pressure at a set gradient and to increase the engagement-side working oil pressure at a predetermined gradient upon detection of the end of the loss stroke in the engagement-side friction element. The predetermined gradient of the engagement-side working oil pressure for the engagement-side friction element is made lower for a low engine load than for a high engine load.