In the field of mobile communications, embodiments of the present invention disclose a service control method and apparatus. A user equipment has established a circuit switched bearer, and the user equipment initiates a session with a third party. The method includes: receiving, by a service centralization and continuity application server SCC AS, early session media information and sending the early session media information to a circuit switched network in a form of regular session media, so that the circuit switched bearer is used for an early session; and receiving, by the SCC AS, an off-hook signal of the third party and sending regular session media information of the third party to the circuit switched network, so that the circuit switched bearer is used for a regular session.