The present disclosure relates to an apparatus for intelligently reducing a specific absorption rate, a protective case and a terminal. The apparatus includes an antenna assembly, a sensing assembly being configured to determine an approach to or a contact of the antenna assembly by a human body; the sensing assembly is also configured to control the antenna assembly for reduction of input power when detecting an approach to or a contact by a human body. By the above means, the apparatus is capable of lowering the input power automatically when the antenna is approached to the human body, therefore reducing the radiation to the human body and reducing the harm thereto.