Apparatus to guide a metal product, the apparatus includes a support body (11). A plurality of support arms (12) are associated with the support body (11). A plurality of guide rolls (13) are installed rotating in an idle manner on the support arms (12) and define between them a roller guide gap (14) for the metal product. Adjustment devices (24) associated with the support arms (12) and adjust, independently from each other, the position of each of the guide rolls (13. Detection devices (19) detect the stresses induced by the metal product on the guide rolls (13).