A coil segment forming apparatus, a coil segment forming method and a manufacturing apparatus of an electrical rotating machine, whereby coil segments with various kinds of shape can be formed without exchanging a press die, and it is not necessary that a lot of coil segments of various kinds of shape are preliminarily formed and stocked is provided. The coil segment forming apparatus includes a first bending section for bending in the same plane a linear wire rod into a predetermined shape consisting of a pair of slot insertion portions that are substantially parallel to each other and a linking portion for connecting the pair of slot insertion portions. The first bending section has a plurality of jigs arranged on the same plane for supporting the wire rod, and a plurality of drive mechanisms for moving respectively the plurality of jigs on the same plane so that the wire rod is formed in the predetermined shape based on moving amounts respectively set depending on shape conditions of the coil segment to be formed.