A shift control apparatus for an automatic transmission having an automatic shift mode for performing a shift operation by determining a gear position or gear ratio to be set according to a vehicle running condition and a manual shift mode for performing a shift operation instructed by a manual operation by an operator. The shift control apparatus includes a region determining unit for determining whether the present running condition is in a first region where downshift is performed at the present gear position or gear ratio in the automatic shift mode or in a second region higher in vehicle speed than the first region, and an upshift allowing unit for allowing upshift instructed by the manual operation by the operator in the manual shift mode when the region determining unit has determined that the present running condition is in the second region.