A folding apparatus for a continuous web for production of absorbent hygiene articles and intended to be folded into a “V” or “U” shape in first and second longitudinal portions along a folding line parallel to a feeding line. A folding section includes a contact unit extending along the feeding line and defining the folding line. First and second guides are positioned on opposite sides of the contact unit and respectively have first and second sliding surfaces. The first and second sliding surfaces extend in a helical fashion along the feeding line, each having a respective infeed section, where the web is not folded, and a respective outfeed section, positioned downstream of the respective infeed section according to a web feeding direction, where the web is folded in two and has the first portion and the second portion set at an angle to each other.