A shift control apparatus of a CVT installed in a non-ABS equipped vehicle is arranged to estimate a condition of a transmission ratio of the CVT, to prohibit a shift operation of varying the transmission ratio to a high-speed-side transmission ratio relative to a first predetermined transmission ratio when the driving-wheel acceleration is greater than or equal to a predetermined acceleration, and to cancel the prohibition of the shift operation when the transmission ratio is in a high speed side relative to a second transmission ratio under a condition that the driving-wheel acceleration becomes greater than or equal to the predetermined acceleration.