An automatic transmission control apparatus includes an engine rotational speed limit verifying section and a shift control characteristic changing section. The engine rotational speed limit verifying section is configured to receive an engine rotational speed limit value for limiting an engine rotational speed and determine if the engine rotational speed limit value is lower than a prescribed normal upper limit value. The shift control characteristic changing section is configured to change a shift schedule of an automatic transmission based on the engine rotational speed being limited by the engine rotational speed limit value and the automatic transmission having a stronger tendency to select a higher gear stage than if the engine rotational speed limit value was not being limited to a lower value than the prescribed normal limit value, when the engine rotational speed limit value is determined to lower than the prescribed normal upper limit value.