PURPOSE: To stabilize an insertion by providing a mechanism for holding leads and an extension pin of an electronic component, and a pin guide plate for guiding the pin to an insertion hole.

CONSTITUTION: The lead component inserting apparatus comprises a first holding mechanism 4 for holding leads 1b of an electronic component 1, a push rod for pressing a body of the component 1, a second holding mechanism 5 for holding the pin, and a pin guide plate 11 for guiding the pin to an insertion hole 7a of a circuit board 7. After the mechanism 4 holds the lead 1b of the component 1, the push rod is moved down to be brought into contact with an upper surface of the body 1a of the component 1. Substantially simultaneously, a component guide 20 is brought into contact with a side of the body 1a of the component 1 by controlling operations of the mechanism 4, the rod and the guide 30 as to hold the body 1a. Thus, the component 1 itself is stably held, insertion positioning of the pin into the hole 7a is facilitated, and a stable insertion can be secured.