A shift control apparatus for an automatic transmission having an automatic shift mode and a manual shift mode. The shift control apparatus includes a shift characteristic changing unit for changing the first shift characteristic to a second shift characteristic such that a region for outputting an upshift signal is displaced toward higher vehicle speeds after performing a downshift by the manual operation, a delaying unit for delaying the output of the upshift signal by a predetermined time period according to the vehicle running condition when the vehicle running condition becomes a condition where the upshift signal is to be output according to the second shift characteristic, and an upshift allowing unit for once allowing the output of the upshift signal when the above condition continues after the elapse of the predetermined time period determined by the delaying unit.