The apparatus (100) for introducing deformable products (B), such as blister packs and informative sheets (F), internally of relative packs (A) comprises first pusher elements (11), mounted on a first looped conveyor organ (1), and first movement means (3), associated to the first conveyor organ (1) for moving the first pusher elements (11), transversally to the advancement direction (V1) thereof, so that they can abut the products (B) and push the products (B) internally of relative packs (A). The apparatus (100) comprises second pusher elements (21) mounted on a second looped conveyor organ (2) which is arranged with respect to the first conveyor organ (1) such that the second pusher elements (21) are arranged above the corresponding first pusher elements (11). Second movement means (4), associated to the second conveyor organ (2), are included for moving the second pusher elements (21), transversally to the advancement direction (V2) thereof, so that they can abut the sheets (F) and push the sheets (F) internally of relative packs (A).