An automatically rotating sponge apparatus for facilitating reaching and cleaning in hard to reach places comprising an extendable rod having disposed at one end a rotating attaching member, a motor, and a switch for actuating the motor, wherein attaching member is configured to attach and hold a conventional sponge and the attaching member is connected to the motor such that it rotates about its center axis by the motor when the motor is actuated. In this manner, the rotating sponge apparatus allows a conventional sponge being held by the attaching member to be extended beyond arms reach the length of the extendable rod and automatically rotated to generate cleaning action friction.