To provide a steel plate heating apparatus arranged in a transfer press and capable of heating a work prior to bending.

A high frequency induction coil 50 of a coiled shape of an outer peripheral shape roughly same as a part to be worked of a work 26 is arranged at a more upstream side in a feed direction A of the work than a bending part 22, the high frequency induction coil 50 is controlled by a S control board (heating controller) 28, the work 26 is heated by the high frequency induction coil 50 in synchronism with a press period Tp periodically repeating. By this method, in the transfer press 12, the work 26 is uniformly heated at a high temperature prior to bending, thus, the formability in bending is improved.