Apparatus for controlling a vehicle automatic transmission having a hydraulically operated frictional coupling device operable to effect a shifting action of the automatic transmission, a switching valve operable according to a shifting command to effect the shifting action, and a pressure regulating valve operable to control a pressure of a working fluid to be supplied to the frictional coupling device through the switching valve to effect the shifting action, the apparatus including (a) a fluid temperature detector operable to detect a temperature of the working fluid, and (b) a delaying device operable to delay a moment of initiation of an operation of the pressure regulating valve to control the pressure of the working fluid to be supplied to the frictional coupling device for effecting the shifting action, such that the moment of initiation is delayed depending upon the detected working fluid temperature, to reduce a shifting shock of the automatic transmission.