In an outboard motor steering apparatus, a stiff but flexible cable is wound on a reel driven by a reversible motor. The cable extends from a housing containing the reel and connects to a rod within the tilt tube of an outboard motor. The rod is in turn linked to the outboard motor so that steering of the outboard motor can be accomplished by winding the cable onto, and unwinding the cable from, the reel. The cable is guided by a bent channel within the housing so that it extends from a narrow part of the housing located aft of the reel.